Kroger-owned Brand Murray’s Cheese Introduces Brand Redesign

Kroger-owned Brand Murray’s Cheese unveiled a new logo, visual brand, and website today, bringing vast product expertise together with the heritage brand’s passionate, creative spirit. Building on its storied New York City history, Murray’s new look features playful illustrations that bring the upbeat experience at their cheese counter, where cheesemongers are known for sharing their passion and expertise to life in print and online. The new dynamic visual brand universe aims to lay a foundation for Murray’s continued growth as they welcome food lovers around the country to the wide world of cheese.

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. The branding project was led by Base Design, a network of creative studios in New York City and worldwide that work with brands that have cultural impact.

Murray’s recently-expanded flagship store on Bleecker Street just debuted the visual branding which can now be discovered on the all-new  The digital experience shares cheesemonger expertise on every page, and pays homage to the cheese and food artisans through rich producer content. Web users can begin their experience with an interactive cheese quiz that delivers personalized recommendations, much like the guided, one-of-a-kind shopping experience shoppers receive in store. From there, users will find shoppable, step-by-step guides on how to cut and assemble beautiful cheese boards; dozens of shoppable new recipes for every meal of the day, including exclusive recipes from their NYC restaurant; along with guides on how to pair cheeses with wine, beer, cider and spirits alongside stunning new photography.

Web users looking to learn about cheese, cheesemakers and what happens behind the cheese cave doors have found their ultimate online destination. Murray’s also offers in-person and online cheese tasting classes available for purchase on the website, and a chat function connecting users to cheese experts ready to help them put together a cheese board or choose a cheese for a recipe.

Looking ahead, Murray’s will introduce their new visual brand in their NYC stores and restaurant, private brand products, and to the Murray’s shops within Kroger stores.

By Published On: July 20th, 2023

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About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.



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