Abstract: Packaging in the most of the industries means more than a simple container of the product. In tobacco industry as an outcome of tight advertising and marketing prohibitions, companies look differently to the pack; they view it as a strong component in displaying brand imagery and a creating significant in-store presence at the point of purchase. Market testing shows the influence of this dimension in shifting the consumer’s choice when the same product displays in an alternative package. Studies also show how companies have manipulated a variety of elements in packs designs to communicate the impression of lower in tar or milder cigarettes whereas the components were the same. In between, the previous neglect of tobacco control on considering cigarette packs has been gradually changed into investigation about packs importance on appealing smokers. The aim of this study is investigating around cigarette packs role in tobacco industry with focus on its brand image aspect. In addition, it explores around possible influential tobacco control actions while specifically targeting youth. This study may lead to a better understanding of increasing role and importance of packing in tobacco industry.