diff --git a/app/brave_generated_resources.grd b/app/brave_generated_resources.grd
index 703470538a08..5582c554433f 100644
--- a/app/brave_generated_resources.grd
+++ b/app/brave_generated_resources.grd
@@ -175,6 +175,9 @@
         Never
       </message>
       <if expr="use_titlecase">
+        <message name="IDS_BRAVE_NEW_INCOGNITO_WINDOW" desc="The text label of a menu item for opening a new Private window">
+          New &amp;Private Window
+        </message>
         <message name="IDS_SHOW_BRAVE_WEBCOMPAT_REPORTER" desc="The menu item to report a broken site in the app menu">
           Report a Broken Site
         </message>
@@ -186,6 +189,9 @@
         </message>
       </if>
       <if expr="not use_titlecase">
+        <message name="IDS_BRAVE_NEW_INCOGNITO_WINDOW" desc="The text label of a menu item for opening a new Private window">
+          New &amp;private window
+        </message>
         <message name="IDS_SHOW_BRAVE_WEBCOMPAT_REPORTER" desc="The menu item to report a broken site in the app menu">
           Report a broken site
         </message>
diff --git a/chromium_src/chrome/browser/ui/toolbar/app_menu_model.cc b/chromium_src/chrome/browser/ui/toolbar/app_menu_model.cc
index c594563ba6cf..6e28e419a756 100644
--- a/chromium_src/chrome/browser/ui/toolbar/app_menu_model.cc
+++ b/chromium_src/chrome/browser/ui/toolbar/app_menu_model.cc
@@ -5,10 +5,19 @@
 
 #include "brave/browser/ui/toolbar/brave_bookmark_sub_menu_model.h"
 #include "brave/browser/ui/toolbar/brave_recent_tabs_sub_menu_model.h"
+#include "brave/grit/brave_generated_resources.h"
 #include "chrome/browser/ui/toolbar/bookmark_sub_menu_model.h"
+#include "chrome/grit/generated_resources.h"
+
+#define IDS_NEW_INCOGNITO_WINDOW_OLD IDS_NEW_INCOGNITO_WINDOW
+#undef IDS_NEW_INCOGNITO_WINDOW
+#define IDS_NEW_INCOGNITO_WINDOW IDS_BRAVE_NEW_INCOGNITO_WINDOW
 
 #define RecentTabsSubMenuModel BraveRecentTabsSubMenuModel
 #define BookmarkSubMenuModel BraveBookmarkSubMenuModel
 #include "src/chrome/browser/ui/toolbar/app_menu_model.cc"
 #undef BookmarkSubMenuModel
 #undef RecentTabsSubMenuModel
+
+#undef IDS_NEW_INCOGNITO_WINDOW
+#define IDS_NEW_INCOGNITO_WINDOW IDS_NEW_INCOGNITO_WINDOW_OLD
diff --git a/chromium_src/chrome/browser/win/jumplist.cc b/chromium_src/chrome/browser/win/jumplist.cc
new file mode 100644
index 000000000000..b74790e02930
--- /dev/null
+++ b/chromium_src/chrome/browser/win/jumplist.cc
@@ -0,0 +1,14 @@
+/* Copyright (c) 2023 The Brave Authors. All rights reserved.
+ * This Source Code Form is subject to the terms of the Mozilla Public
+ * License, v. 2.0. If a copy of the MPL was not distributed with this file,
+ * You can obtain one at https://mozilla.org/MPL/2.0/. */
+
+#include "brave/grit/brave_generated_resources.h"
+#include "chrome/grit/generated_resources.h"
+
+#define IDS_NEW_INCOGNITO_WINDOW_OLD IDS_NEW_INCOGNITO_WINDOW
+#undef IDS_NEW_INCOGNITO_WINDOW
+#define IDS_NEW_INCOGNITO_WINDOW IDS_BRAVE_NEW_INCOGNITO_WINDOW
+#include "src/chrome/browser/win/jumplist.cc"
+#undef IDS_NEW_INCOGNITO_WINDOW
+#define IDS_NEW_INCOGNITO_WINDOW IDS_NEW_INCOGNITO_WINDOW_OLD