Spotlight Toothpaste Packaging Асноўная функцыя: Упакоўка для зубной пасты by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Асноўная функцыя: Упакоўка для зубной пасты by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 Жалезная прэмія A' Design Award in Дызайн упакоўкі Competition Category.

ЖалезаУпакоўка· 2026

Spotlight Toothpaste Packaging Асноўная функцыя: Упакоўка для зубной пасты

by Kazuo Fukushima and Haruka Takeuchi

Client: Lion Daily Necessities Chemicals (Qingdao) Co., Ltd.

Жалезная прэмія A' Design Award Winner in Упакоўка Category

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The Design

About Spotlight Toothpaste Packaging Асноўная функцыя: Упакоўка для зубной пасты

Spotlight — гэта дызайн упакоўкі для зубной пасты, які пераўтварае эфектыўнасць адбельвання ў візуальны вопыт. Замест таго каб абапірацца на традыцыйныя белыя выявы, дызайн выкарыстоўвае святло як метафару для перадачы ферментнай актывацыі і канцэнтраванай адбельваючай дзеяння. Зіхатлівая круглая графіка і галаграфічныя паверхневыя эфекты ствараюць глыбіню і дакладнасць, дазваляючы ўспрымаць функцыянальныя перавагі з першага погляду. Сістэма ўраўнаважвае навуковую вернасць з бачнасцю на паліцы, захоўваючы пры гэтым кансістэнтнасць паміж варыяцыямі прадукту праз адзіную візуальную структуру і кантраляваныя каляровыя акцэнты.

The Recognition

About the Жалезная прэмія A' Design Award

Spotlight Toothpaste Packaging Асноўная функцыя: Упакоўка для зубной пасты — пераможца Жалезнай прэміі A' Design Award, прэстыжнага прызнання, якое прысуджаецца добрым дызайнам, што адпавядаюць прафесійным і прамысловым патрабаванням, чаканым ад добра распрацаваных твораў. Жалезныя пераможцы дэманструюць вялікае майстэрства, высокую спецыялізацыю, экспертнае разуменне і творчыя здольнасці сваіх стваральнікаў. Чакаецца, што Spotlight Toothpaste Packaging Асноўная функцыя: Упакоўка для зубной пасты — гэта высока цэнены, захапляльны і любімы твор, практычны і інавацыйны. Гэты дызайн, што атрымаў Жалезную прэмію A' Design Award, інтэгруе лепшыя галіновыя практыкі і мае кампетэнтныя тэхнічныя характарыстыкі, звязаныя з ноу-хау і талентам. Spotlight Toothpaste Packaging Асноўная функцыя: Упакоўка для зубной пасты паважаецца за грунтоўнасць і прызначаны даваць паляпшэнні якасці жыцця, што дапамагаюць зрабіць свет лепшым месцам.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Spotlight is a toothpaste packaging design developed for the Chinese market, translating whitening efficacy into a visual experience. A radiant circular graphic symbolizes enzymatic activation and light focused whitening, transforming functional benefits into an intuitive visual language. The design balances Japanese clinical credibility with localized high tech aesthetics, creating strong shelf impact while maintaining brand consistency across multiple SKUs.
Dimensions & Packaging: Paperboard box: approx. 185 mm (H) × 45 mm (W) × 35 mm (D).
Toothpaste tube: approx. 160 mm (H) × 50 mm (W).
Materials include coated paperboard, aluminum laminated plastic tube, holographic foil layer. Metric ISO standards applied throughout production.
Tags: Packaging design, Oral care, Whitening, Enzyme technology, Chinese market, Japanese brand, Holographic effect, Visual communication
Production Technology: The packaging utilizes offset printing combined with holographic foil stamping to create dynamic light reflection effects. Multilayer gradients and radial patterns were precisely calibrated to maintain legibility under various lighting conditions. Matte and glossy finishes are selectively applied to enhance contrast, while standard recyclable paperboard and laminated tubes ensure compatibility with mass production.
Design Challenge: The main challenge was visualizing an invisible functional benefit enzymatic whitening without overusing exaggerated claims or generic white imagery. Balancing Japanese clinical restraint with Chinese preferences for visual impact required extensive iteration, material testing, and cross cultural alignment to ensure credibility, manufacturability, and strong retail presence simultaneously.
Research: Type of Research: Applied design research.
Objectives: Visualize whitening efficacy beyond conventional cues.
Methodology: Market analysis, visual testing, material experiments.
Tools: Competitive audits, prototyping, lighting simulations.
Participants: Design team and brand stakeholders.
Results: Enhanced shelf visibility and clearer efficacy perception.
Impact: Improved brand differentiation and consumer trust in a crowded market.
Inspiration: The project was inspired by the challenge of differentiating whitening products in China’s highly saturated oral care market. Rather than emphasizing white as a color, the design explores light as a metaphor for efficacy, clarity, and trust. Scientific principles of enzymatic whitening and optical perception were studied to create a visual system that communicates performance through illumination rather than decoration.
Project Duration: The project started in November 2024 in Shanghai and was completed in March 2025. It was developed for Lion Corporation China in collaboration with local production partners and launched nationwide in the Chinese retail market in 2025.
Operation Flow: Consumers interact with the design visually before use: shifting light reflections guide the eye toward the central enzyme symbol, intuitively suggesting activation and efficacy. Color coded accents enable quick scent recognition without disrupting brand unity. The packaging communicates product value instantly on shelf, reducing decision time and enhancing perceived performance before first use.
Team Members: Creative Director: Kazuo Fukushima
Designer: Haruka Takeuchi
Project Management: Fanso Zhang
Creative Agency : FUDESIGN
Image Credits: SHANGHAI NO PROBLEM BRAND DESIGN CO.LTD