Wm. Mulherin's Sons started with the discovery of a derelict, abandoned 100-year old whiskey blending and bottling facility.
The building was constructed in 1890 and has been converted into a restaurant and boutique hotel serving urban, wood-fired Italian.
Creative Direction
The photography should feel warm, textural, imperfect and lived-in.
Fire becomes a visual thread connecting the food, building and people: charred pizza crust, flames in the oven, grilled vegetables, candlelight, the fireplace, dark wood and the glow of the restaurant at night.
I’d move away from overly pristine food photography toward food you can almost feel: flour on the counter, blistered crust, olive oil catching the light, steam coming off pasta, hands tearing focaccia, pizza being pulled from the oven.
Creative Direction, Copywriting and Social Strategy by Sarah DiMichele
Photography by Nico Schinco
A strong start to your week. All your essential proteins grilled to perfection — accompanied with an excellent glass of Verdicchio. #WINNER
The Eternal Flame — the key to bringing the heat 🔥 and flavor. From the Grill: Dry Aged Ribeye, Grilled King Oyster Mushrooms, and Branzino. #WINNER
Love, Italian style: a bowl of pasta and the perfect pour. Guaranteed to be the best meal of the week. #WINNER
MEET ME UNDER THE EL. Walk-ins always welcome. Open at 5.
Saved you a slice. Al Funghi— with mushrooms, scarmorz, carmelized onions, bufala mozz, roasted garlic, and aged balsamic.
Executive Chef Anton Bolling returns to Philadelphia and is elevating our local dining scene at Mulherin’s. Debuting Tonight: He’s created a vibrant, new menu with lots of wood-fired delights and of course, standout pizzas including our new seasonal favorite the Lacinato, topped with kale, roasted garlic, anchovy, bufala mozzarella, romesco and hearty, fall pastas like Ricotta Cavatelli layered with chanterelles, corn and truffle. Let’s eat! Book now at the link in bio. You won’t wanna miss this! #WINNER #wmmulherinsandsons #undertheel
Moodboard
Social Strategy
Pillar 1: From the fire
Purpose: Food + craft
Made the kitchen and wood-fired cooking the heart of the food storytelling.
Rather than simply posting a finished pizza, we told the process.
We took the same approach beyond pizza: pasta being finished, focaccia torn open, vegetables hitting the grill, sauce spooned onto a plate, cocktails being shaken.
The rotating menu gave this pillar plenty of range.
Pillar 2: Front & Master
Purpose: People + the neighborhood
Made the restaurant feel inseparable from its corner of Philadelphia.
The building itself has a rich story—it dates to 1890 and was originally a whiskey blending and bottling facility. Its original architectural elements, industrial setting
and proximity to the El are part of what gives Wm. Mulherin's Sons its identity.
This pillar provided a slice of life. Someone walking under the El. Staff setting tables. Afternoon sunlight through the windows. The first guest at the bar. Dinner rush.
A packed Garden. The exterior at 10 PM. The last pizza leaving the kitchen.
There was also room to occasionally pull from the building's history: archival imagery, old signage, original architectural details, the “Winner” whiskey branding.
Pillar 3: Pass it around
Purpose: Community + the table
This is where Mulherin's should feel social, generous and a little messy. Think messy plates, last bites, and half-empty wine glasses.
Instead of influencer content that looks like traditional sponsored restaurant coverage, we prioritized creators who naturally fit the restaurant: Philadelphia food, design, music, fashion, art and neighborhood personalities.
The visual centerpiece is the table: three pizzas landing at once, someone reaching across for focaccia, wine being poured, plates passed around, pizza disappearing slice by slice.
UGC reinforced that same aesthetic. We reposted images that feel candid, warm and personal.
Under the El
We keep the fire going.