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Murray's Cheese

Murray’s Cheese is the oldest and most beloved cheese shop in New York City. After almost 75 years of providing the finest cheeses from around the world, the brand was ready to expand its offering beyond the city limits to Kroger stores across the US.

To prepare for this venture, Murray's Cheese needed to refresh their look with new labels and wrapping paper, as well as an icon to communicate their special "Cave Aged" cheeses. The new packaging system needed to reflect the rich heritage of Murray’s Cheese and their unparalleled expertise in cheese purveying. It was important for the brand to remain authentic for New Yorkers who know and love the shop, but also intuitive for consumers in Kroger stores who wouldn't have Murray’s Cheese experts on-hand to guide them.

The new wrapping paper takes inspiration directly from the charming eclectic décor of Murray’s original flagship store in Manhattan’s Greenwich Village. The "Cheese Words," which are featured on the walls of the shop, communicate the rich heritage of the brand as well as its Epicurean expertise.

Cheese sets a specific challenge for navigation, as there is such a myriad of differentiators - type of milk, country of origin, texture and strength of flavour. The new labels acts as a guide for consumers, featuring a word block that cleverly describes the cheese profiles as well as silhouette icons of cows, goats and sheep to signify the type of milk. The new Cave Aged icon is simple and distinct, fitting into the new packaging system seamlessly. 

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