Murray's Cheese Rebrand & Brand Identity

Murray's Cheese is a Greenwich Village cheesemonger founded in 1962 that now runs New York shops, a restaurant, caves, an online store and more than 1,100 Kroger counters. Base Design's 2023 rebrand swaps the slanted script logo with its curled M for a heavier heritage serif, brightens the signature red for screens, and adds creamy shades drawn from cheese itself. Going national and digital, it had to win younger shoppers without losing its authenticity.