Since its humble beginnings in 1940’s Greenwich Village, the Murray’s brand identity has moved through a number of visual iterations, maintaining some core characteristics but leaving others fragmented and incongruous in its trail. One of those steadfast tenants is the brand red. Another, the painterly typeface in which the master logo is treated— a style very much derived from the fact that at its conception, this logo was painted by hand on the flagship’s storefront windows.

My challenge was to completely refresh the Murray’s brand, ushering it forward towards a more cohesive space that in turn, would increase both digital and brick-and-mortar legibility ultimately propelling the company towards greater brand visibility and loyalty. My solution is a visual identity that proudly nods to the brand’s rich history and steadfast roots while looking with intention and conviction, towards a future of endless possibility in an ever-changing industry.