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 murrayscheese.com 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. 

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