Spotlight Toothpaste Packaging Primary Function: Toskpoetsersferpakking by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Primary Function: Toskpoetsersferpakking by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 A' Design Award yn Izer in Ferpakkingsûntwerp Competition Category.

IzerFerpakking· 2026

Spotlight Toothpaste Packaging Primary Function: Toskpoetsersferpakking

by Kazuo Fukushima and Haruka Takeuchi

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

A' Design Award yn Izer Winner in Ferpakking Category

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Colors

The Design

About Spotlight Toothpaste Packaging Primary Function: Toskpoetsersferpakking

Book Text: Spotlight is in ferpakkingsûntwerp foar toskpoetser dat blikende wurking omsethat yn in fisuele belibbing. Yn stee fan te fertrouwen op gewoane wite ôfbyldings, brûkt it ûntwerp ljocht as in metafoar om enzymatyske aktivearring en rjochte blikkjende prestaasje te kommunisearjen. In strieljende sirkelfoarmige grafyk en holografyske oerflakte-effekten skeppe djipte en presyzje, wêrtroch funksjonele foardielen op it earste each waarnommen wurde kinne. It systeem balansearret wittenskiplike leauwensweardigens mei sichtberens op it skap, wylst it konsistinsje hâldt oer produktfariaasjes hinne troch in ferienige fisuele struktuer en kontrolearre kleur-aksinten.

The Recognition

About the A' Design Award yn Izer

Spotlight Toothpaste Packaging Primary Function: Toskpoetsersferpakking is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan Spotlight Toothpaste Packaging Primary Function: Toskpoetsersferpakking wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. Spotlight Toothpaste Packaging Primary Function: Toskpoetsersferpakking wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

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