Spotlight Toothpaste Packaging Feidhm Phríomha: Pacáistíocht Taos Fiacla by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Feidhm Phríomha: Pacáistíocht Taos Fiacla by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 Duais Iarainn A' Design Award in Dealbhadh Pacaidh Competition Category.

IarannPacadh· 2026

Spotlight Toothpaste Packaging Feidhm Phríomha: Pacáistíocht Taos Fiacla

by Kazuo Fukushima and Haruka Takeuchi

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

Duais Iarainn A' Design Award Winner in Pacadh Category

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Colors

The Design

About Spotlight Toothpaste Packaging Feidhm Phríomha: Pacáistíocht Taos Fiacla

Téacs an Leabhair: Is é Spotlight dearadh pacáistíochta taos fiacla a athraíonn éifeachtacht gealaithe ina taithí fhísiúil. In ionad brath ar íomháineachas bán traidisiúnta, úsáideann an dearadh solas mar mheafar chun gníomhachtú einsímeach agus feidhmíocht gealaithe dírithe a chur in iúl. Cruthaíonn graificí ciorclacha gealbhreaca agus éifeachtaí dromchla holagrafacha doimhneacht agus beachtas, rud a cheadaíonn na buntáistí feidhmiúla a bhrath ar an gcéad amharc. Cothromaíonn an córas inchreidteacht eolaíoch le hinfheictheacht ar an tseilf, agus comhsheasmhacht á coinneáil ar fud na hathruithe táirge trí struchtúr físiúil aontaithe agus aibhsithe dathanna rialaithe.

The Recognition

About the Duais Iarainn A' Design Award

Tha Spotlight Toothpaste Packaging Feidhm Phríomha: Pacáistíocht Taos Fiacla air Duais Iarainn A' Design Award a bhuannachadh, aithneachadh urramach a bheirear do dhealbhaidhean math a choinnicheas ris na riatanasan proifeiseanta is gnìomhachais a thathar a' sùileachadh bho chruthachaidhean a chaidh an dealbhadh gu math. Tha buannaichean Iarainn a' nochdadh sgil mhòr, speisealachadh àrd, tuigse eòlaiche agus comas cruthachail an luchd-cruthachaidh. Thathar an dùil gum bi Spotlight Toothpaste Packaging Feidhm Phríomha: Pacáistíocht Taos Fiacla na chruthachadh air a bheil mòran meas, ion-mholta agus gràdhach a tha practaigeach agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Iarainn A' Design Award a' cur nan cleachdaidhean as fheàrr sa ghnìomhachas còmhla agus tha feartan teignigeach comasach aige ceangailte ri eòlas-dèanamh agus tàlant. Tha meas air Spotlight Toothpaste Packaging Feidhm Phríomha: Pacáistíocht Taos Fiacla airson a dhùrachd agus chaidh a dhealbhadh gus leasachaidhean càileachd beatha a thoirt seachad a chuidicheas le bhith a' dèanamh an t-saoghail na àite nas fheàrr.

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