Toothpaste Packaging by Kazuo Fukushima is a highly esteemed winner of the very prestigious 2021 Silver A' Design Award in Packaging Design Competition Category.
SilverPackaging· 2021
Toothpaste Packaging
Client: Nippon Zettoc co.,ltd.
Silver A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #117108The Design
About Toothpaste Packaging
The Toothpaste packaging design idea is a watercolor tube. It reminds the fun of choosing colors when painting. The Toothpaste is a unique combination of natural ingredients and amino acids found. Therefore, the upper half of the Toothpaste packaging is a natural expression, and the under half is a science and technology expression. It is a design that combines two different elements into one. Finally, the brand mark combines two toothbrushes in the shape of a cross to simply design the insurance oral products.
The Recognition
About the Silver A' Design Award
Toothpaste Packaging is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Toothpaste Packaging is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Toothpaste Packaging is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Where to Get It
Strategic Brand Design for China Market
We specialize in creating distinctive brand identities and packaging designs for global companies entering the Chinese market. With deep understanding of both Japanese precision and Chinese consumer preferences, our award-winning team delivers strategic design solutions that connect brands with local audiences.
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Design Interview
What is the main principle, idea and inspiration behind your design?
To combine nature and science in a visually appealing way that resonates with young consumers and communicates periodontal care benefits.
What has been your main focus in designing this work? Especially what did you want to achieve?
Our focus was to create a design that looks stylish on bathroom shelves while clearly conveying the product's advanced technology and natural ingredients.
What are your future plans for this award winning design?
We plan to further promote this design as a benchmark for expanding into other international markets.
Grand Interview
Your innovative fusion of watercolor aesthetics with oral care in the Toothpaste Packaging design beautifully bridges artistry and healthcare - could you elaborate on how this creative concept emerged and evolved during your collaboration with Haruka Takeuchi?
The creative concept emerged from the need to communicate preventive oral care in a way that feels natural, elegant, and relevant to young Chinese consumers. Inspired by the dual goals of health and lifestyle, we integrated watercolor-inspired abstract visuals with a soft yet clinical tone. Collaborating closely with Haruka Takeuchi, we translated Zettoc’s medical credibility into a calm, display-worthy design.
The Toothpaste Packaging design uniquely combines natural elements in the upper half with scientific expression in the lower half - what inspired this dual visual approach, and how does it reflect the product's positioning for young Chinese consumers?
The dual structure—nature on the top and science on the bottom—was a deliberate decision to visually represent the brand’s formulation, which blends natural ingredients with patented amino acid technology. This contrast helped position the product as both functional and aspirational. Young consumers responded positively to this layered message: “safe science backed by nature.”
Given the challenge of entering the Chinese market with Japanese oral care technology, how did the Toothpaste Packaging design strategy help bridge cultural preferences while maintaining Zettoc's 60-year heritage of technical excellence?
Zettoc’s 60-year legacy of Japanese technology needed to be reframed through a culturally resonant design. Chinese consumers value visual softness and product intimacy, so we designed the packaging to convey warmth and trust. The abstract motifs and gentle color palette made the advanced formulation feel more personal, helping ease market entry without compromising scientific integrity.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Zettoc is No.1 brand in the Japanese oral care original equipment manufacturer market, provides high-qualified products with technology in Japan over 60 years.
To enter the Chinese market, Zettoc developed a periodontal disease care product series for the Chinese, attract them to accept oral products with high technology made in Japan. - Dimensions & Packaging
- Paper box: Width 43mm x Depth 35mm x Height 167mm, Paste Tube: Width 30mm x Depth 30mm x Height 155mm
- Tags
- Toothpaste, Oral care, China, Japan, nature, technology, Medicinal
- Production Technology
- Paper box: matte paper Surface, Paste Tube: matte plastic Surface
- Design Challenge
- The design that the target audience is happy to put the product on their washbasin.
Express with abstract illustrations according to the three tastes.
Devise tubes and boxes so that the illustrations can be seen connected. - Research
- Analysis of luxury supermarkets where products are sold.
Competitive analysis for internet sales.
Analysis for targets in the market.
Package analysis for the Japanese market. - Inspiration
- In recent years, an increasing number of consumers are interested in periodontal disease in China. However, it is not well known that care from a young age can prevent periodontal disease. This time has created an oral care brand series for young consumers, which can be the first step in periodontal disease prevention. The brand mark combines two toothbrushes in the shape of a cross to simply design the insurance oral products. The Toothpaste is a unique combination of natural ingredients and amino acids found. This formulation is technically patented.
- Project Duration
- The project started in August 2020 and finished in January 2021 in Shanghai.
- Operation Flow
- First, analyze the market and understand the current situation.
Next, target analysis to verify what kind of design consumers will like.
Third, the brand analysis compares with competitors.
Fourth, develop creative ideas.
Fifth, original design.
Sixth, sample check, color check, etc.
Finally, check the finished product. - Patents
- Nippon Zettoc co.,ltd.
- Team Members
- Creative Director: Kazuo Fukushima
Designer: Haruka Takeuchi
Project Management: Xu Xuehua - Image Credits
- Photographer: Zhu Jie
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