Murray's CheeseCURD NERDS

Murray’s Cheese is a household name in New York; it’s been a reference for dairy delicacies in Greenwich Village since 1962. Each visit promises memorable moments of warmth and joy, with cheese-making savoir-faire and personable interactions with their knowledgeable staff at the core of their business.

As Murray’s expanded its presence in New York and in Kroger stores countrywide, BaseNYC took on the task of elevating this local gem to a national scale. Propelling towards a new chapter, the brand set out to reassess their brand identity to bring the Murray’s story to a new generation of food lovers across the country. Central to this evolution was the question: How to embrace their heritage, own it, and evolve what it is known for to fit this new context?

If the heart of Murray’s business is the passionate expert, why not embody this essence in the branding? The new brand identity places a strong emphasis on cheese expertise, knowledge, and an approachable energy. Cheese character illustrations embody a playful, quirky attitude, bringing to life the personality-forward character of the original Murray’s Cheese on 254 Bleecker Street across the country. The updated color palette, warm and inviting, captures the welcoming atmosphere of the original shop. It nods to the brand’s heritage red, now refreshed with a contemporary hue, and harmoniously blends with soft, creamier colors reminiscent of cheese.

To tie it all together, our Digital, R&D, and Engineering teams crafted a digital flagship experience to deliver a seamless and intuitive user journey that balances visual appeal with functionality. From e-commerce to customer education and engaging editorial content, the website offers a comprehensive 360° experience of Murray’s. Infused with Murray’s personality and warmth, it guides users effortlessly, bringing joy in discovering their perfect cheese. Combined together, these elements create a fresh rebrand with a flavor that remains true to Murray’s – curds and all.