Kroger-owned brand of speciality cheeses, Murray’s Cheese has recently introduced a new visual brand identity, including its logo as well as website. Murray’s latest look features playful illustrations that bring the upbeat experience at their cheese counter, where cheesemongers are known for sharing their passion and expertize to life in print as well as online Building on its storied New York City history. The recently introduced dynamic visual brand universe is set to lay a foundation for Murray’s continued growth as they welcome food lovers across the country to the wide world of cheese.
Read: June 2023 Issue of Food InfoTech Magazine.
The work on rebranding was led by Base Design, a network of creative studios in New York City and worldwide.
As per a news release, Kroger mentioned – “Throughout several decades as a Greenwich Village destination for both locals and visitors, Murray’s storefront has been emblazoned with their recognizable red logo with a curled M and long, swooshing Y. Their updated modernized logo brings warmth and heritage elements along with a vibrant red hue and accompanying new color palette. Warm, modern typography and hand-drawn illustrated cheese personalities bring a playful attitude through light-hearted storytelling and educational tips.”
Murray’s recently-expanded flagship store on Bleecker Street just debuted the visual branding which can now be discovered on the all-new murrayscheese.com. Web users who have been exploring ways to learn about cheese, cheesemakers and what happens behind the cheese cave doors have been able to locate their ultimate online destination.
Known for frequently introducing new and seasonal items, Murray’s is set to introduce a few items for this summer and they include:
Merquen Vault 5 Cheddar from the Cellars at Jasper Hill, an exclusive Vermont-made cheese rubbed in smoked chili pepper. This cheese is exclusively available at Murray’s NYC, cheese shops in Kroger and on murrayscheese.com.
Murray’s Summer Vegetable Mac & Cheese, a frozen, heat-and-eat mac and cheese perfect for backyard BBQ’s. Murray’s also offers their signature classic mac, with new flavors introduced each season.
Sach Paneer, an artisanal Indian paneer cheese, and several varieties of Queso Campesino, an authentic Mexican cheese – all made in the U.S.
Dried sliced peaches and dried cherries from The Ugly Company, an all-natural, upcycled dried fruit company in California.
Coming soon from the Murray’s caves: Double Doe, an artisan mixed milk cheese, and Extra Aged Stockinghall Cheddar, a special edition of this award-winning cheese.
Also coming soon for the holiday season, the brand will offer all-new entertaining assortments and seasonal cheeses available in store and online.
Moving forward, Murray’s will be introducing their new visual brand in their NYC stores and restaurant, private label products and to the Murray’s shops within Kroger stores.