Spotlight Toothpaste Packaging Primarna funkcija: Ambalaža za pastu za zube by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Primarna funkcija: Ambalaža za pastu za zube by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 Željezna nagrada A' Design Award in Dizajn Pakovanja Competition Category.

ŽeljezoPakovanje· 2026

Spotlight Toothpaste Packaging Primarna funkcija: Ambalaža za pastu za zube

by Kazuo Fukushima and Haruka Takeuchi

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

Željezna nagrada A' Design Award Winner in Pakovanje Category

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Colors

The Design

About Spotlight Toothpaste Packaging Primarna funkcija: Ambalaža za pastu za zube

Tekst knjige: Spotlight je dizajn ambalaže za pastu za zube koji efikasnost izbjeljivanja pretvara u vizualno iskustvo. Umjesto oslanjanja na konvencionalne bijele slike, dizajn koristi svjetlost kao metaforu za komuniciranje enzimske aktivacije i fokusiranog učinka izbjeljivanja. Blistava kružna grafika i holografski površinski efekti stvaraju dubinu i preciznost, omogućavajući da se funkcionalne prednosti uoče na prvi pogled. Sistem balansira naučnu vjerodostojnost s vidljivošću na polici, istovremeno zadržavajući dosljednost kroz varijacije proizvoda putem ujedinjene vizualne strukture i kontroliranih kolornih akcenata.

The Recognition

About the Željezna nagrada A' Design Award

Spotlight Toothpaste Packaging Primarna funkcija: Ambalaža za pastu za zube je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaralaca. Očekuje se da Spotlight Toothpaste Packaging Primarna funkcija: Ambalaža za pastu za zube bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Spotlight Toothpaste Packaging Primarna funkcija: Ambalaža za pastu za zube se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvaliteta života koja pomažu da svijet postane bolje mjesto.

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