“Mamie” French for “grandma” is a cozy West Hollywood bistro known for their signature Italian panini and a beautiful space to grab some coffee and baked goods. Founder-chef Mikael Choukroun, born in Paris & grew up learning recipes in Italy with his ‘Mamie,’ built a friendly neighborhood counter-service eatery similar to a deli where guests can sip authentic Neapolitan espresso or Italian soda and watch sandwiches being made to order. The best way to describe the atmosphere is with the same warmth & care taken to make their 72‑hour fermented bread made in-house! That is the foundation for their handcrafted Tuscan sandwiches with a recipe inherited from the owner’s(Mikael) grandmother.The brand story is rooted in family and tradition, and now is LA’s signature place for the best authentic italian panini, scroll to see how Growth Lab set him up for success!

⟢ Social Media Management

⟢ Content Creation

⟢ Ad Management

CLIENT _BREAKDOWN

Establish a visual identity and mood.

Mamie Kitchen evokes a refined-casual aesthetic that has touches of rustic Italian woods with an exposed kitchen. The natural lighting from the tall glass windows, neutral tones (creams, stone, olive greens) help complement the rich accents from the display of red imported meats, green arugula, and golden loaves. Throughout the feed I wanted to feature textures like crusty schiacciata bread, marbled cheeses, and the warm smiles of the kitchen staff. Interiors echo a modern deli-café: counters with cured meats, open kitchens, minimalist seating, and a visible bread rack. We wanted the brand’s visual voice to be polished but grounded, without being overly stylized, always spotlighting the food.

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Media Framework

I focused on showing off Mamie’s textures and flavors — ribbons of prosciutto, steam rising from fresh focaccia, the pop of a Negroni in the golden-hour light. We leaned into short-form Reels and carousel posts that tell a “start to finish” story: dough being rolled, wine being poured, plates being passed around the table.

The Mission 🎯

Mamie’s mission is to become a neighborhood staple while standing out as a destination for handmade Italian food in LA. My goal was to showcase their dedication to scratch-made cooking and build a digital presence that’s as inviting as their dining room.

The Spark Notes.

One of my favorite wins was capturing their team in action — from Chef Mikael tossing ingredients to the front-of-house team laughing between shifts. These moments performed incredibly well, proving that Mamie’s personality is as big a draw as the food itself.

Our Impact.

Working with Mamie taught me the power of combining romance with relatability. When you show people not just what’s on the plate but who’s behind it, you turn a casual dinner into a personal connection.

photography

My photography emphasized rustic textures and vibrant food color: crusty bread, creamy spreads, and fresh greens. I made sure lighting and styling evoked Italian café warmth while remaining crisp for social aesthetic standards. The goal was to look home-made but elevated.

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Videography

‘I want the food speak for itself’ is one of the first sentences Mikael mentioned to me during my pitch meeting. Just like the focal point of Mamie, the assembly line, I played with process-focused videos that showcased the sensory experience of the space. Like creating dimples in bread dough, steam from a fresh panini, and assembling a sandwich. By using quick cuts and punchy sound to make viewers feel present in the kitchen, it highlighted the care, ingredient, and satisfaction of an order coming together onscreen. These videos helped pull back the curtain on what would soon become WeHo’s new neighborhood staple to simply showcase ‘who we are’ and ‘what we make.’

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stories

I used stories to share the evolving experience of the cafe, the long lines of people peering through the glass windows, updates to the patio, and the occasional showcase for the week’s most ordered panini for a more intimate energy of comfort and authenticity.