It was common practice in years past to get your fresh fish wrapped in newspaper after purchase, so the Metro 'Daily Catch' packaging looks to commemorate this and update it for modern times.
Designed by the ServicePlan creative agency, the packaging design features the fish wrapped in the Metro newspaper from the location the fish was sourced. This is paired with a sticker that keeps the packaging together and further details the date on which the fish was caught.
Freshness is of paramount importance to consumers when it comes to food, so the Metro 'Daily Catch' fish packaging helps to play up this aspect with a nostalgic twist. In a world that's becoming more dominated by prepackaged foods, the packaging identifies how brands are conveying product freshness through innovative yet time-honored means.