Shift created a verbal and visual identity for Queen's Legacy, a beauty brand that focuses on all-natural products and plant-based ingredients. We needed to create an original combination of shapes to make all the visual identity elements work well together. Our role was to help create the personality of the new brand. Beauty brands need identities that stand out on the shelves due to the significant number of competitors who want to attract consumer attention. We found inspiration in the character of Queen Catherine Kosaca, considered a symbol of Herzegovina and embodying a brave, strong and determined woman. The conceptual solution to the Queen's Legacy brand logo is based on a stylized illustration of Queen Catherine's appearance whilst also signifying a woman who has the potential to become queen. Technically, the logo is based on a combination of sign and typography. The sign is in vector form and works well regardless of the reproduction technique. The typography of the Fractul family was chosen for its appearance. Geometric forms in classical proportions with interventions on the letter forms gives a modern and recognizable look, thus giving a strong personality and so supporting the story established by choosing a brand name connected with strong personality.The color combination of black and grey hues reflects an elegant and sophisticated brand. This beauty logo design stands strong and persistent. It creates a logo that cleverly embodies the brand legacy and values. This innovative design has elements that suggest the leading position of the brand and encourages recogniton and customer loyalty.