Cancer Council Victoria Refreshes Quit Brand as Vaping and Nicotine Pouches Reshape Market

Cancer Council Victoria has refreshed its Quit brand, the first major change to the identity in more than four decades, as vaping and nicotine pouches reshape the market the organization serves. The work, developed with advisory firm Nature and design studio Studio Binocular, was announced on October 19 and puts new positioning, language and visual assets behind a name that began as a Victorian initiative in the 1970s.

Why the identity needed rebuilding

Smoking rates have fallen since Quit launched, but the organization said new challenges have emerged. Vaping, particularly among young Australians, along with products such as nicotine pouches, has created a more complicated nicotine landscape. Quit has also grown from a state-level program into a national organization that helps people stop smoking, vaping and using nicotine, and the organization said it needed a brand that reflects that wider reach and speaks to a diverse country.

Kelly Dienaar, head of Cancer Control media and communications at Cancer Council Victoria, said the refresh honors the legacy built over more than four decades of advocacy while reinforcing the brand's relevance for the future. She said Quit needed to remain a strong and engaging presence as the communities it serves become more complex.

The strategy behind the new look

The core idea centers on possibility. Campaign messaging focuses on the reason a person decides to quit and offers accessible, personalized support at the person's own pace, rather than a single prescription for everyone. The organization said the approach aims to keep the recognition and trust Quit has built while extending its relevance across a broader nicotine landscape that now includes vapes and pouches as well as cigarettes.

Nature led a body of brand positioning work covering brand and portfolio architecture, assessment of distinctive assets, visual semiotic analysis and consumer testing. Aliya Hasan, head of strategy at Nature, said vaping has created a new addiction cycle and that the nicotine landscape has become more complex since Quit was founded. She said the brand needed to speak with confident energy to a new generation while remaining deeply empathetic to the difficulty of quitting.

Studio Binocular created the visual identity, including a new logo, colors, brand systems, language and imagery. The long-standing Q mark has been reframed as a flexible, product-neutral identifier, and the design system is built to be adaptable for national partners that use Quit products and services. Laura Cornhill, creative director at Studio Binocular, said the team was determined to make the brand feel new while keeping it familiar.

What it means for marketing careers

The project shows how public health organizations are investing in the same brand positioning disciplines used by commercial marketers: strategy, consumer testing, distinctive asset audits and a modular design system that partners can apply. For communications and brand teams, the work is a case study in extending a well-known name into new categories without losing recognition, a task that increasingly falls to in-house staff and specialist agencies working together.

The refresh also signals where demand for skills is building in Australia. Health and nonprofit organizations are competing for strategists, writers, designers and partnership managers who can translate research into campaigns that reach younger audiences across digital and physical channels. Agencies that handle identity and positioning work are hiring against briefs that combine consumer insight with social issues.

Cancer Council Victoria did not disclose the cost of the refresh or the size of the team assigned to it. The organization said the new identity is intended to support its national reach and its work with partners.

What to watch next is how quickly the new Quit identity appears across campaigns, how partners adopt the flexible design system, and whether the possibility-led message shifts engagement among younger Australians. The organization has not announced a timeline for a public campaign rollout.