Queen Anne Refreshes an Icon for a New Generation of Indulgence

For more than 80 years, Queen Anne has been synonymous with the holidays. From family gatherings to gift exchanges, its signature chocolate-covered cherries have become a seasonal tradition, earning the brand its place as America's leading cordial cherry.

This fall, Queen Anne enters its next chapter.

The brand is rolling out its first comprehensive packaging and visual identity refresh in more than 20 years, modernizing its look while honoring the equity that has made it a beloved staple for generations.

Rather than reinventing the brand, the redesign—created by brand agency CBX—focuses on elevating what consumers already love about Queen Anne—rich indulgence, unmistakable quality, and the simple pleasure of slowing down to savor a special treat.

Honoring the Past While Looking Forward

The refresh represents the most significant evolution of Queen Anne's visual architecture since the early 2000s. While the brand has undergone incremental updates over the years, including a refresh in 2019, this redesign rethinks the entire packaging system to better connect with today's consumer while preserving the familiarity that loyal shoppers expect.

The updated identity features a refined script logo that bridges seamlessly from the brand's previous mark, maintaining recognition while creating a more contemporary expression. The logo now appears in a crisp yellow, creating a stronger brand block across the shelf and improving visibility during the highly competitive holiday season.

Each flavor is distinguished through bold, modern color cues, making the assortment easier to shop while creating greater impact at shelf.

Perhaps most striking is the renewed emphasis on appetite appeal. Rich, dripping chocolate and glossy cherries take center stage, reinforcing the indulgent experience waiting inside every box.

"Our goal wasn't to change what people love about Queen Anne—it was to help them fall in love with it all over again," said Allison Kapp, Vice President of Marketing at Queen Anne. "The new identity celebrates the brand's incredible heritage while expressing it through a more modern lens. We wanted the packaging to capture the feeling of indulgence before consumers ever open the box."

Designing for Today's Chocolate Shopper

The redesign reflects broader changes in the premium chocolate category, where consumers increasingly shop with both emotion and appetite. Rather than leaning solely on nostalgia, the new packaging emphasizes craveability and elevates the product's role as a richly deserved indulgence.

Gift boxes, long a hallmark of the Queen Anne portfolio, have also been reimagined to better support seasonal gifting. A modern ribbon treatment gives the collection a more contemporary presence while maintaining the premium cues shoppers expect during the holidays.

"The opportunity was to evolve an icon without losing its soul," said Chris Cook, Creative Director. "We focused on preserving the visual elements consumers instantly recognize while amplifying what today's shopper responds to most—strong shelf presence, irresistible taste appeal, and a design that feels worthy of giving or keeping for yourself."

Validated by Consumers

Consumer feedback validates that the redesign successfully balances familiarity with freshness. Among existing Queen Anne buyers, the new look maintained the trust and recognition built over decades. At the same time, prospective buyers responded positively to the more contemporary design, with stronger perceptions of premium quality, greater appetite appeal, and increased purchase interest.

The result is a packaging system designed not only to retain loyal consumers but also to invite a new generation of shoppers to reconsider the brand.

More Reasons to Indulge

The visual refresh arrives alongside several important product innovations aimed at broadening Queen Anne's appeal beyond its traditional holiday role.

This November, the brand will introduce Milk Chocolate Raspberry Cordials, made with real raspberry juice, the first new flavor to launch alongside the refreshed identity. The new variety builds on Queen Anne's expertise while offering consumers a fresh take on the classic cordial experience.

Looking ahead to Valentine's Day, Queen Anne will launch a variety pack, featuring four indulgent flavors in a single assortment—giving consumers more ways to discover the brand and share it with others.

The company is also continuing its seasonal expansion beyond Christmas. Following its Easter debut last year, Queen Anne will return for its second Easter season as it works to establish the brand as a year-round indulgence rather than a holiday-only tradition.

Importantly, while the look has evolved, the product itself remains unchanged.

Consumers will find the same recipes, same chocolate-covered cherries, and same quality that have made Queen Anne a holiday favorite for generations. As Queen Anne continues to expand its portfolio, occasions, and consumer base, its core promise remains unchanged: delivering moments of rich indulgence worth slowing down for.

With a refreshed identity that feels both timeless and contemporary, Queen Anne is positioning itself to delight loyal fans while inviting a new generation of consumers to discover what has made the brand America's favorite cordial cherry.