Spotlight Toothpaste Packaging Asa Voalohany: Fonon'ny Pâte ho an'ny Nify by Kazuo Fukushima and Haruka Takeuchi

Spotlight Toothpaste Packaging Asa Voalohany: Fonon'ny Pâte ho an'ny Nify by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 A' Design Award Vy in Famolavolana Fonosana Competition Category.

VyFonosana· 2026

Spotlight Toothpaste Packaging Asa Voalohany: Fonon'ny Pâte ho an'ny Nify

by Kazuo Fukushima and Haruka Takeuchi

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

A' Design Award Vy Winner in Fonosana Category

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Verified Award Winner

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Colors

The Design

About Spotlight Toothpaste Packaging Asa Voalohany: Fonon'ny Pâte ho an'ny Nify

Lahatsoratra: Ny Spotlight dia famolavolana fonon'ny pâte ho an'ny nify izay manova ny fahombiazan'ny fanafotsiana ho zavatra hita maso. Fa tsy mianteherana amin'ny sary fotsy mahazatra, ny famolavolana dia mampiasa ny hazavana ho fanoharana mba hampitana ny fampandehanana ny ansima sy ny fahombiazan'ny fanafotsiana mifantoka. Sary boribory mamiratra sy fiantraikan'ny faritra holografika no mamorona halalina sy fahaiza-manao marina, izay ahafahana mahatsapa avy hatrany ireo tombontsoa miasa. Ny rafitra dia mampifandanja ny fahatokisana ara-tsiansa sy ny fahitana eny amin'ny talantalana, sady mitazona ny fitoviana amin'ireo karazana vokatra samihafa amin'ny alalan'ny rafitra hita maso miray sy ny fanindriana loko voafehy.

The Recognition

About the A' Design Award Vy

Nandresy ny A' Design Award Vy ny famolavolana Spotlight Toothpaste Packaging Asa Voalohany: Fonon'ny Pâte ho an'ny Nify, fankasitrahana malaza omena ny famolavolana tsara izay mahafeno ny fepetra ara-barotra sy ara-indostria andrasana amin'ny famoronana natao tsara. Ny mpandresy Vy dia mampiseho fahaiza-manao lehibe, fahaizana manokana ambony, fahatakarana manam-pahaizana ary fahaizana mamorona an'ireo mpamorona azy. Andrasana ho famoronana ankasitrahana be, ankafizina ary tiana izay azo ampiharina sady vaovao ny famolavolana Spotlight Toothpaste Packaging Asa Voalohany: Fonon'ny Pâte ho an'ny Nify. Ity famolavolana nandresy ny A' Design Award Vy ity dia mampiray ny fomba fanao tsara indrindra amin'ny indostria ary manana toetra ara-teknika mahomby mifandray amin'ny fahalalana sy ny talenta. Ny famolavolana Spotlight Toothpaste Packaging Asa Voalohany: Fonon'ny Pâte ho an'ny Nify dia hajaina noho ny fitandremany ary natao hanome fanatsarana ny kalitaon'ny fiainana izay manampy hahatonga ny tontolo ho toerana tsara kokoa.

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