Tobacco Station Group began as a single tobacconist store more than two decades ago. Through steady expansion and a strong franchise model, it has grown into one of Australia’s top retail franchise networks, representing hundreds of independent business owners under a single trusted brand.

By 2015, TSG was ranked among the Top 20 Australian franchises, and in 2021 celebrated its 500th franchised store milestone. Despite operating in one of the country’s most heavily regulated retail categories, TSG has remained a market leader — combining compliance, customer service, and entrepreneurial spirit.

Operating in the tobacco retail sector presents unique challenges:

• Strict government regulation limits traditional advertising and brand visibility.
• The rise of the illicit tobacco trade has disrupted legitimate sales.
• Shifting consumer behaviour and tighter smoking laws have forced retailers to evolve.

TSG needed a strategy to strengthen its brand presence, support franchisees, and build consumer trust — all within an environment that restricts how products can be marketed or displayed.

My work with TSG focused on helping the brand grow within boundaries — leveraging creativity, visibility, and consistency to sustain market leadership.

A clean, recognisable red-and-white visual identity to ensure instant visibility across shopping centres and high streets. Consistent signage, store fit-outs, and franchise branding to strengthen trust and familiarity.

A brand and logo that has stood the test of time in the market for over 20 years.