The Importance of Packaging Design Amidst Global Tariffs
As we hit the halfway point of 2025, there has already been numerous news stories and world events to keep businesses and brand managers up at night. Shifting consumer preferences,the increasing influence of AI, sustainability and DEI initiatives all remain major talking points, but here in North America, the year has been defined by the ongoing tariffs between the United States, Canada and Mexico.
Especially in the grocery store, the rising cost of food and limited product availability has consumers scrutinizing not just prices, but also product origins. For CPG brands, packaging is no longer just a branding tool, it’s a strategic advantage.
Here at Invok, we have had numerous conversations with brands in both Canada and the U.S. about how packaging design can help showcase a brand’s origin, while also amplifying their unique selling features and points of differentiation. It is no secret that consumers are looking to support products that are from their home country, and as such, countless brands have already embraced “made in” claims to amplify their locality. But beyond a Canadian maple leaf or the American stars and stripes, what else can brands do to attract and retain their target consumer?
Below, we look at a few additional ways that packaging design can help your brand stand out amidst the current tariffs and trade war.
Use Differentiated Visual Cues That Highlight Product Origin
According to IMI International, more consumers (63%) are looking at packages to see where a product was made (which is an increase of 5% since February of this year), and their research shows that consumers aren’t tiring of the “made in” messaging. For brands that go even further with visual and verbal cues that reference back to a geographic location (think Stevens Point Brewery and their references to Wisconsin landmarks or Opal Valley’s packaging leaning into their Australian roots), there is a stronger potential to engrain your brand in a sense of place.
Tell an Authentic Story that Resonates
Consumers are looking for emotional connections with the brands that they support, with 76% saying they would buy from a brand that they feel connected to over a competitor. The Ontario-based turkey producer, Hayters Farm, for example, has their family farm showcased in their logo, and on packaging, they proudly highlight their local, wholesome and family-owned brand attributes. By understanding what matters to their audience and staying true to their brand foundation from the jump, they were already set up for success during the renewed focus on supporting local brands and are able to focus their efforts on building upon the strong consumer sentiment they already have.
Amplify The Product Benefits that Matter to Consumers
While the price of a product remains the major factor in a consumer’s purchase decision, there are additional ways in which brands can speak to their audience and call attention to the product benefits that matter most. Toronto-based food and vitamin startup, The Little Cacao Co., for example, has tapped into the consumer desire for healthy, delicious products that are high in protein but low in sugar and other additives. By celebrating these product attributes prominently on pack, the brand is able to spotlight their points of difference and reason for being and make their target consumers’ path to purchase that much easier.
How Will Your Brand Differentiate?
With no sign of the current tariffs coming to an end, CPG brands both big and small need to give serious consideration to the role their packaging design is playing in differentiating from the competition and resonating with consumers. “Made in” claims are a step in the right direction, but now is the perfect time to take it even further. The question is – what makes the most sense for your brand?
