Cancer Council Victoria unveils the Quit campaign's first brand refresh in more than 40 years

Cancer Council Victoria has refreshed its Quit brand, the first major change to the identity in more than four decades.

Since Quit launched in the 1970s, smoking rates have fallen, but vaping, particularly among young Australians, and products such as nicotine pouches have created new challenges for the brand.

The refresh is built on a new brand strategy from advisory firm Nature, with the visual identity created by Studio Binocular. 

Kelly Dienaar, Head of Cancer Control Media & Communications at Cancer Council Victoria, said: “Quit has grown from a Victorian-based initiative into a national organisation helping Australians break free from smoking, vaping and nicotine addiction, necessitating a brand that reflects our expanded reach and speaks meaningfully to a diverse Australia."

“For more than four decades, Quit has been supporting Australians to stop smoking and vaping, standing firm against the deceptive practices of Big Tobacco,” Dienaar added.

“Through fearless advocacy and systems-wide change, Quit has empowered generations to make healthier choices. This brand refresh honours Quit’s legacy while reinforcing its relevance as a strong and engaging presence for the future.”

The core idea is “possibility”: focusing on the reason a person starts to quit, and offering accessible, personalised support at their pace.

Aliya Hasan, Head of Strategy, Nature, said: “The world has changed enormously since Quit was founded. Vaping has created a whole new addiction cycle, while the nicotine landscape, and the communities Quit serves, have become more complex. Quit needed a brand that could speak with bold, confident energy to a new generation, while remaining deeply empathetic to the complexity of the quitting journey.”

Nature led the strategy, which covered brand positioning, brand and portfolio architecture, distinctive asset assessment, visual semiotic analysis and consumer testing. The aim was to keep the recognition and trust Quit has built while making it relevant beyond cigarettes.

The Q was central to the work. Research found it remains a strong and trusted asset, but that its association with cigarettes needed to change. Nature recommended reframing it as a product-neutral identifier, so Quit can speak to smoking, vaping, nicotine pouches and future cessation needs.

Studio Binocular redesigned the logo and developed new colours, brand systems, language and imagery. The design system has to work across multiple touchpoints and be adopted by the national network of partners that use Quit’s products, services and tools.

Laura Cornhill, Creative Director, Studio Binocular, said: “We were determined to make sure the brand felt new, without feeling unfamiliar.”

“Quit has spent decades earning people’s trust and we didn’t want to just throw that away. The refreshed brandmark, new imagery and bold new design systems all work to modernise the brand. The end result is a brand that still feels like Quit – but looks ready to connect with the next generation of Australians.”

Quit rebranding project – Cancer Council Victoria

Head of Media & Communications - Kelly Dienaar
Marketing Manager - Maddy Leigh
Communications & Engagement Manager - Natalie Filmer
Brand strategy, positioning, architecture, research and insights - Nature
Head of Strategy - Aliya Hasan
Director - Sharon Spargo
Senior Consultant - Olivia Palmer
Senior Consultant - Sam Foote
Brand identity and visual design - Studio Binocular
Creative Director - Laura Cornhill
Senior Designers - Eliane Hockey & Julian De Bono
Senior Account Manager - Ottavia Tarzia