Description:

How do you scale a beloved local shop spirit into a national brand, while remaining true to its origins?

The new website we created for Murray’s Cheese was designed to be approachable, engaging, and informative while incorporating their unmistakably quirky brand voice – a crave-worthy e-commerce experience that feels like visiting your favorite cheese shop. Our solution? Bring people deeper into the world of Murray’s by pairing a smart e-commerce engine with immersive, personalized content and experiences that share the brand’s cheese-loving spirit.

Born in 1962 in Greenwich Village, Murray’s Cheese is a specialty cheese shop where every visit promises unforgettable moments of conviviality with its cherished clientele. From its savoir-faire in the art of cheesemaking to the personable moments shared in-store with knowledgeable cheesemongers, the passionate expert is at the heart of its business.

Our New York studio was tasked with taking this neighborhood jewel and introducing its distinctive quirk and appreciation for cheese to a national scale, as well as translating its authentic local flavor into an updated e-commerce experience. Inspired by Murray’s personality-forward cheesemongers themselves, the new website provides cheese expertise and knowledge paired with an approachable energy.

Preserving the brand's cultural legacy in these new contexts while maintaining brand identity cohesion proved vital for expanding their operations. A main objective of the new digital flagship was to both educate and guide customers throughout their journey, offering services from the Murray’s signature cheese expert in an online setting; ensuring the website reflected the cheesemonger experience hinged on this customer engagement.

By successfully capturing the essence of the Murray's Cheese brand, the new website provides a seamless and personalized online shopping journey. This online flagship not only broadens customer reach and engagement but also nurtures a nationally scaled brand, one that allows Murray’s to remain true to its roots. Today, Murray’s Cheese offers an online destination for cheese enthusiasts, adeptly engaging novices and long-term aficionados alike through a combination of approachability, playfulness, and depth of knowledge while staying loyal to its essence.