Murray's Cheese Gets Brand Refresh
Murray’s Cheese, the Kroger-owned brand of specialty cheeses, has unveiled a new logo, visual brand and website.
The New York City-based brand said the rebrand pays homage to its history, with the website now featuring playful cheese cartoon illustrations, modern typography and a refreshed red and light beige color palette. On the new website, visitors can find personalized cheese recommendations, pairing suggestions, recipes and more.
The rebranding project was led by Base Design, a network of creative studios in New York City and worldwide.
“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,” said Kroger in a news release. “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."
In addition to the rebrand announcement, Murray’s Cheese, which sells both branded and private label cheeses, meats, pantry staples and more, announced new summer items coming to Murray’s Cheese.
Items 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, Murray's will offer all-new entertaining assortments and seasonal cheeses available in store and online.
Murray's joined the Kroger family in 2017, and now has cheese counters with 1,100+ Kroger banner stores.