Spotlight Toothpaste Packaging Primární funkce: Obal na zubní pastu by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Primární funkce: Obal na zubní pastu by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 Železná cena A' Design Award in Design obalů Competition Category.

ŽelezoObaly· 2026

Spotlight Toothpaste Packaging Primární funkce: Obal na zubní pastu

by Kazuo Fukushima and Haruka Takeuchi

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

Železná cena A' Design Award Winner in Obaly Category

5,335

Verified Award Winner

Verify Award Status for #179693

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Colors

The Design

About Spotlight Toothpaste Packaging Primární funkce: Obal na zubní pastu

Text knihy: Spotlight je návrh obalu na zubní pastu, který proměňuje bělicí účinnost ve vizuální zážitek. Namísto spoléhání na konvenční bílé motivy využívá design světlo jako metaforu pro vyjádření enzymatické aktivace a cíleného bělicího výkonu. Zářivá kruhová grafika a holografické povrchové efekty vytvářejí hloubku a preciznost, díky čemuž jsou funkční přínosy patrné na první pohled. Tento systém vyvažuje vědeckou důvěryhodnost s viditelností na regále, přičemž zachovává konzistenci napříč variantami produktu prostřednictvím jednotné vizuální struktury a kontrolovaných barevných akcentů.

The Recognition

About the Železná cena A' Design Award

Spotlight Toothpaste Packaging Primární funkce: Obal na zubní pastu je vítězem Železné ceny A' Design Award, prestižního uznání udělovaného dobrým designům, které splňují profesní a průmyslové požadavky očekávané od dobře navržených výtvorů. Železní vítězové prokazují velké dovednosti, vysokou specializaci, odborné porozumění a tvůrčí kapacitu svých tvůrců. Očekává se, že Spotlight Toothpaste Packaging Primární funkce: Obal na zubní pastu bude vysoce ceněným, obdivovaným a oblíbeným výtvorem, který je praktický a inovativní. Tento design, který získal Železnou cenu A' Design Award, integruje osvědčené postupy odvětví a má kompetentní technické vlastnosti spojené s know-how a talentem. Spotlight Toothpaste Packaging Primární funkce: Obal na zubní pastu je vážen pro svou důkladnost a je navržen tak, aby poskytoval zlepšení kvality života, která pomáhají činit svět lepším místem.

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