Kroger's Murray's Cheese unveiled a new logo, visual brand, and website, Wednesday. According to Kroger, Murray's new look features playful illustrations that bring the upbeat experience at its cheese counter to its branding, building on its New York City history.
The logo modernizes the aesthetic while keeping aspects of the original design. 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 debuted the visual branding which can now be seen on its website.
The updated website shares cheesemonger expertise and pays homage to the cheese and food artisans, according to Kroger. Users can also take a cheese quiz that delivers personalized recommendations. Shoppable, step-by-step guides on how to cut and assemble cheese boards are also available in addition to shoppable recipes for every meal of the day and guides on how to pair cheeses with wine, beer, cider, and spirits.
Murray’s Cheese also recently debuted the following:
• Merquen Vault 5 Cheddar from the Cellars at Jasper Hill, a Vermont-made cheese rubbed in smoked chili pepper.
• Murray's Summer Vegetable Mac & Cheese, a frozen, heat-and-eat mac and cheese.
• Sach Paneer, an artisanal Indian paneer cheese, and several varieties of Queso Campesino, a Mexican cheese, all U.S.-made.
• Dried sliced peaches and dried cherries from The Ugly Company, an all-natural, upcycled dried fruit company in California.
Soon to launch are Double Doe, an artisan mixed milk cheese, and Extra Aged Stockinghall Cheddar, a special edition of an award-winning cheese.
Murray's will soon introduce its brand in its NYC stores and restaurant, to its private label products, and Murray's shops within Kroger stores.
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Image: Murray's Cheese