Can brands survive without design? Australian government to enforce plain packaging for cigarettes

This week the Australian government announced that it would be the first country in the world to enforce that cigarettes be sold in plain packaging. The tobacco industry will of course mount a legal challenge but I am more curious about how they will respond to the design challenge. How can a brand with no colours, mark, typography or imagery distinguish itself? I suspect that tobacco shops will start selling more branded cigarette tins and I expect that the tobacco companies will start giving away promotional and durable packets within weeks if they are able.