Spotlight Toothpaste Packaging Funzione Principale: Imballaghju di Dentifriciu by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Funzione Principale: Imballaghju di Dentifriciu by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 A' Design Award di Ferru in Disignu di Imballaghju Competition Category.

FerruImballaghju· 2026

Spotlight Toothpaste Packaging Funzione Principale: Imballaghju di Dentifriciu

by Kazuo Fukushima and Haruka Takeuchi

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

A' Design Award di Ferru Winner in Imballaghju Category

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The Design

About Spotlight Toothpaste Packaging Funzione Principale: Imballaghju di Dentifriciu

Testu di u Libru: Spotlight hè un dissegnu d'imballaghju di dentifriciu chì trasforma l'efficacità sbiancante in un'esperienza visuale. Invece di pughjà nantu à imaghjini bianche cunvinziunale, u dissegnu adopra a luce cum'è metafora per cumunicà l'attivazione enzimatica è una prestazione di sbiancamentu mirata. Un graficu circulare radiosu è effetti di superfìcia hologràfica creanu prufundità è precisione, permettendu chì i benefizii funziunali sìanu percepiti à prima vista. U sistema equilibrìa a credibilità scientìfica cù a visibilità in scaffale, mantenendu à tempu a cuerenza trà e variazione di prudottu attraversu una struttura visuale unificata è accenti di culore cuntrullati.

The Recognition

About the A' Design Award di Ferru

Spotlight Toothpaste Packaging Funzione Principale: Imballaghju di Dentifriciu hè un vincitore di u premiu A' Design Award di Ferru, una ricunniscenza prestigiosa attribuita à i boni disegni chì rispondenu à i requisiti prufessiunali è industriali aspettati da creazioni ben cuncipite. I vincitori di Ferru dimustranu una grande abilità, una alta specializazione, una cumpresa esperta è a capacità creativa di i so creatori. Si aspetta chì Spotlight Toothpaste Packaging Funzione Principale: Imballaghju di Dentifriciu sia una creazione assai apprezzata, ammirata è cara chì hè pratica è innuvatrice. Stu disegnu vincitore di u premiu A' Design Award di Ferru integra e migliori pratiche di u settore è hà caratteristiche tecniche cumpetenti ligate à u sapè fà è à u talentu. Spotlight Toothpaste Packaging Funzione Principale: Imballaghju di Dentifriciu hè rispettatu per a so meticulosità è hè cuncipitu per furnisce miglioramenti di a qualità di a vita chì aiutanu à fà di u mondu un locu megliu.

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