Spotlight Toothpaste Packaging Fungsi Utama: Kemasan Pasta Gigi by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Fungsi Utama: Kemasan Pasta Gigi by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 A' Design Award Wesi in Desain Bungkusan Competition Category.

WesiBungkusan· 2026

Spotlight Toothpaste Packaging Fungsi Utama: Kemasan Pasta Gigi

by Kazuo Fukushima and Haruka Takeuchi

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

A' Design Award Wesi Winner in Bungkusan Category

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Colors

The Design

About Spotlight Toothpaste Packaging Fungsi Utama: Kemasan Pasta Gigi

Teks Buku: Spotlight yaiku desain kemasan pasta gigi sing ngowahi khasiat pemutihan dadi pengalaman visual. Tinimbang ngandelake gambar putih sing konvensional, desain iki nggunakake cahya minangka metafora kanggo nyiarake aktivasi enzimatik lan kinerja pemutihan sing fokus. Grafik bunder sing sumunar lan efek permukaan holografik nggawe kedalaman lan presisi, supaya keuntungan fungsional bisa dirasakake sanalika sepisanan. Sistem iki nyeimbangake kredibilitas ilmiah karo visibilitas ing rak, kanthi tetep njaga konsistensi ing antarane variasi produk liwat struktur visual sing manunggal lan aksen warna sing dikontrol.

The Recognition

About the A' Design Award Wesi

Spotlight Toothpaste Packaging Fungsi Utama: Kemasan Pasta Gigi menang A' Design Award Wesi, pangenalan sing prestisius sing diparingake marang desain sing apik sing nyukupi kabutuhan profesional lan industri sing dikarepake saka ciptaan sing dirancang kanthi apik. Pemenang Wesi nuduhake katrampilan sing gedhe, spesialisasi sing dhuwur, pangerten ahli lan kapasitas kreatif para penciptane. Spotlight Toothpaste Packaging Fungsi Utama: Kemasan Pasta Gigi dikarepake dadi ciptaan sing dihargai banget, dikagumi lan ditresnani sing praktis lan inovatif. Desain sing menang A' Design Award Wesi iki nggabungake praktik industri sing paling apik lan nduweni ciri teknis sing kompeten sing disambung karo kawruh lan bakat. Spotlight Toothpaste Packaging Fungsi Utama: Kemasan Pasta Gigi diajeni amarga ketelitiane lan dirancang kanggo nyedhiyakake paningkatan kualitas urip sing mbiyantu ndadekake donya panggonan sing luwih apik.

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