Queen’s — 30 Years

Modern World Studio developed the visual identity for Queen’s 30th anniversary—from the anniversary logo and its application across product lines to the design of a limited-edition anniversary flavor.

Thirty years is more than just an anniversary. It is a period during which a brand builds trust, establishes traditions, and gradually becomes part of its consumers’ daily lives. In 2026, Queen’s celebrated its 30th anniversary with a product and anniversary identity designed to evoke a festive spirit and highlight the brand’s long-standing presence in the Bulgarian market.

The Task:

Queen’s commissioned Modern World Studio to undertake two tasks that were intended to function as a single, comprehensive communication concept.
The first task was to create an anniversary identity that would clearly convey the message “We’ve been by your side for 30 years”—with the confidence of an established brand, without overshadowing the main brand.

The second task was to develop packaging for a limited-edition series of biscuit cake-flavored juice that would turn the anniversary into a tangible product and give consumers another reason to celebrate Queen’s anniversary.

Approach:

At first glance, anniversary logos seem relatively easy to create—a number, a symbol, and a short message. In practice, however, they must work equally well on packaging, promotional materials, digital campaigns, outdoor advertising, and a multitude of other applications.
That’s why every line, proportion, and graphic element was designed so that the anniversary logo would appear as a natural extension of Queen’s visual identity, rather than a temporary graphic element.

Our goal in designing the packaging itself wasn’t simply to show a slice of cake. We wanted the product to evoke a sense of celebration at first glance. Confetti, festive banners, pastry accents, and fresh fruit create a visual world that enhances the unique flavor and evokes the feeling of a special occasion.

The Result:

A comprehensive anniversary look that strikes a balance between the familiar and the new—it preserves Queen’s signature elements while enhancing them with a more festive, fresh, and contemporary feel. In this way, the 30th anniversary becomes a natural extension of the brand’s history and an opportunity to forge a new emotional connection with consumers.