Murray’s cheese is a New York institution. Now in the process of expanding nationwide through Kroger stores, they needed help breathing more life and personality into an already established brand.
We sought to bring fun back to fancy cheese and make it feel accessible to a wider audience who can’t tell a Comtè from a Camembert, but should really try both because they’re delicious!
As a studio, we designed a line of pre-packaged charcuterie and cheese accompaniments to be sold on a large scale in Murray’s locations in Kroger stores across the country.
Work I was primarily responsible for included posters, a bandana and an awesome cheese truck that was the highlight of the 2015 American Cheese Society convention.
Creative Direction: Stephen Doyle
US Cheese Map
Creating this cheese map was a project highlight. We conducted a 3-day photo shoot with artisinal cheeses from all 50 states to create this cheesy representation of America. The artwork was used here and for our cheese truck design below.
A selection of social media coverage from the event.
Packaging for Kroger stores
I was part of the team that created a packaging system to sell Murray’s-branded products on a very large scale in Kroger stores across America and to introduce a new group of people to fancy cheese and charcuterie.