Spotlight Toothpaste Packaging Oinarrizko funtzioa: Hortzetako pastaren ontziratzea by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 Burdinazko Saria A' Design Award in Ontziketa Diseinua Competition Category.
BurdinaOntziketa· 2026
Spotlight Toothpaste Packaging Oinarrizko funtzioa: Hortzetako pastaren ontziratzea
by Kazuo Fukushima and Haruka Takeuchi
Client: Lion Daily Necessities Chemicals (Qingdao) Co., Ltd.
Burdinazko Saria A' Design Award Winner in Ontziketa Category
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The Design
About Spotlight Toothpaste Packaging Oinarrizko funtzioa: Hortzetako pastaren ontziratzea
Liburuaren testua: Spotlight hortzetako pastaren ontziratze diseinu bat da, zuritze-eraginkortasuna esperientzia bisual bihurtzen duena. Ohiko irudi zurietan oinarritu beharrean, diseinuak argia metafora gisa erabiltzen du aktibazio entzimatikoa eta zuritze-errendimendu fokatua adierazteko. Grafiko zirkular distiratsu batek eta gainazal-efektu holografikoek sakontasuna eta zehaztasuna sortzen dituzte, onura funtzionalak lehen begiratuan hauteman ahal izateko. Sistemak sinesgarritasun zientifikoa eta apaletako ikusgaitasuna orekatzen ditu, produktuaren aldaeren artean koherentzia mantenduz egitura bisual bateratu baten eta kontrolatutako kolore-azpimarren bidez.
The Recognition
About the Burdinazko Saria A' Design Award
Spotlight Toothpaste Packaging Oinarrizko funtzioa: Hortzetako pastaren ontziratzea Burdinazko Saria A' Design Award irabazlea da, ondo diseinatutako sorkuntzetatik espero diren eskakizun profesional eta industrialak betetzen dituzten diseinu onei ematen zaien aitorpen prestijiotsua. Burdin-mailako irabazleek beren sortzaileen trebetasun handia, espezializazio handia, adituen ulermena eta sormen-gaitasuna erakusten dituzte. Spotlight Toothpaste Packaging Oinarrizko funtzioa: Hortzetako pastaren ontziratzea oso estimatua, miretsia eta maitea den sorkuntza izatea espero da, praktikoa eta berritzailea dena. Burdinazko Saria A' Design Award irabazi duen diseinu honek sektoreko praktika onenak integratzen ditu eta know-how-ari eta talentuari lotutako ezaugarri tekniko gaituak ditu. Spotlight Toothpaste Packaging Oinarrizko funtzioa: Hortzetako pastaren ontziratzea zehaztasunagatik errespetatua den lana da, eta mundua leku hobea egiten laguntzen duten bizi-kalitatearen hobekuntzak eskaintzeko diseinatua dagoena.
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
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