Down arrow



W|W designed the integrated branding for Choolaah Indian BBQ, with 5 locations in Philadelphia, Pittsburgh, Cleveland, Sterling, VA and Fairfax, VA. Operated by Wholesome International, Choolaah represents a restaurant entry into the fast-casual category with plans to expand the operation globally. Via the creative collaboration, W|W designed the Choolaah visual identity system (logo, standards), the brand style guide & toolkit and initial website (custom design and development using Wordpress). The comprehensive style guide covered all brand touch-points, from environment (facade, signage, decor) to menu to advertising to merchandising to digital/website and everything in-between.

Choolaah 2 logo pattern


W|W worked closely with Choolaah and its architect to ensure the physical space delivered a compelling, integrated experience that was aligned with the restaurant's branding. W|W encouraged Choolaah to take a fresh approach to the existing building structure, particularly regarding key architectural features, signage and entrance. W|W also recommended that the iconic tandoors be visible, playing an influential role in the interior design. All touch-points were considered, including the menu wall, spice jar installation and seating booths & tables.

Choolaah 3 interior


W|W's integrated design approach to Choolaah's branding ensured that the organization's promise and personality were carefully incorporated into the voice, tone and visuals of all signals. Everything, including merchandising, website, point-of-sale, advertisements, packaging, educational & nutritional content, are squarely aligned behind Choolaah - a dining experience that's like nothing you've ever tasted before. Yum.

Choolaah 5 marketing
Choolaah 6 ads
Choolaah 8 disc
Choolaah 9 giftcard
Choolaah 10 website
Choolaah 13 nutrition website
Choolaah 14 nutrition website
Choolaah 15 cups
Choolaah 16 biryani photography
Choolaah 17 biryani shirt
Choolaah 18 photography mobile
Choolaah 19 cards