Geelong Crime Investigation Unit detectives are appealing for information to help identify two men believed to be involved in an armed robbery at Newcomb last night.

Two men carrying firearms entered the Watsons Road liquor store just after 10.30pm.

Both men who had their faces covered were armed with firearms, confronted two male and staff stole a quantity of cash and cigarettes before fleeing the store.

The first offender is described as Caucasian, around 175 cm tall, stocky build and wearing a black long-sleeve hoody top with a blue top underneath, a black vest with a hood, black peaked cap and dark tracksuit pants with two white stripes.

He wore black gloves with a white print on the back of the hands.

The other man is described as Caucasian, around 185 cm tall, thin-build, and wearing a dark long-sleeve jacket with a camouflage-style pattern, black pants, black gloves and white shoes.

Police have released images of a pink and black sports bag that was used in the armed robbery.

Anyone with information is urged to contact Crime Stoppers on 1800 333 000 or submit a confidential crime report online at www.crimestoppersvic.com.au