Dive Brief:

• Kroger’s Murray’s Cheese brand has unveiled a new logo, visual brand and website, according to a Wednesday press release. 
• The new digital experience allows web users to take an interactive cheese quiz providing personalized recommendations as well as access shoppable guides for creating cheese boards, new recipes and pairings with alcoholic beverages.
• The revamp mirrors the recently expanded flagship store on Bleecker Street in New York City that features the visual branding and comes as Murray’s adds new exclusive cheeses to its limited-time summer offerings. 

Dive Insight:

Murray’s new logo stays true to the red color seen in the previous logo as well as the traditional “curled M and long, swooping Y.” Upgrades to the logo’s font were made to modernize it, and the slogan “We Know Cheese,” originally seen within the Y on the old logo, has been replaced so the entire logo reads just as “Murray’s Cheese.” However, the retailer’s “We Know Cheese” catchphrase is still used for the Bleecker Street store’s in-store signage and wall decor.

Along with Murray’s classic red, the updated visual brand welcomes a new, warm color palette and hand-drawn illustrated cheese characters that “bring a playful attitude through the light-hearted storytelling and educational tips,” the announcement stated. The branding project was led by Base Design, a network of creative studios in New York City and around the world.

The education side of Murray’s shopping experience has expanded to the digital space with the all-new Murray’s Cheese website. The content aims to “pay homage to cheese and food artisans” while users can also access “cheese monger expertise,” the press release stated. Shoppers even have access to a chat function that connects them with cheese experts. 

Murray’s new site also offers a “Find Your Main Cheese” quiz, which includes four questions that help shoppers discover cheeses “tailored to [their] taste.” 

Both online and in-person cheese tasting classes are available for purchase on the website along with meats, specialty foods, housewares, gifts and Murray’s Cheese Clubs memberships. 

The new visual brand will be rolled out to all Murray's New York City stores, restaurants, private label products and in shops within Kroger stores, the announcement stated. 

In December 2021, Murray’s achieved the milestone of having 1,000 in-store cheese shops in Kroger stores, which brought the cheese retailer to more than 30 states after the two companies merged in 2017.

Along with the announcement of the brand redesign and new website, Murray’s also announced through Kroger the launch of exclusive seasonal goods, including Merquen Vault 5 Cheddar; Murray’s summer vegetable macaroni and cheese; artisan Indian paneer cheese Sach Paneer; Mexican cheese Queso Campesino; dried sliced peaches and dried cherries from The Ugly Company; and Murray’s cave Double Doe artisan milk cheese and extra aged Stockinghall cheddar.