Spotlight Toothpaste Packaging Fungsi Utamo: Pambungkuih Pasta Gigi by Kazuo Fukushima and Haruka Takeuchi

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

BasiKamasan· 2026

Spotlight Toothpaste Packaging Fungsi Utamo: Pambungkuih Pasta Gigi

by Kazuo Fukushima and Haruka Takeuchi

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

A' Design Award Basi Winner in Kamasan Category

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Colors

The Design

About Spotlight Toothpaste Packaging Fungsi Utamo: Pambungkuih Pasta Gigi

Teks Buku: Spotlight adolah desain pambungkuih pasta gigi nan maubah khasiat pamutiah gigi manjadi pangalaman visual. Indak basandar pado citra putiah nan biaso, desain ko mamakai cahayo sabagai metafora untuak manyampaikan aktivasi enzimatik sarato kinerja pamutiahan nan tafokuih. Grafik bulek nan bacahayo jo efek pamukaan holografik mancipta kadalaman sarato katepatan, sahinggo manfaat fungsional dapek dirasokan dari pandangan partamo. Sistem ko manyaimbangkan kredibilitas ilmiah jo katampakan di rak, samantaro tatap manjago konsistensi di antaro variasi produk malalui struktur visual nan tapadu sarato aksen warno nan takontrol.

The Recognition

About the A' Design Award Basi

Spotlight Toothpaste Packaging Fungsi Utamo: Pambungkuih Pasta Gigi adolah pamenang A' Design Award Basi, sabuah pangakuan nan bapresti nan dibarikan ka rancangan nan elok nan mamanuhi kaparluan profesional jo industri nan dipaokan dari ciptaan nan dirancang jo elok. Pamenang Basi mamparlihatkan kamahiran nan gadang, spesialisasi nan tinggi, pamahaman pakar jo kapasitas kreatif panciptanyo. Spotlight Toothpaste Packaging Fungsi Utamo: Pambungkuih Pasta Gigi dipaokan manjadi ciptaan nan sangaik dihormati, dikagumi jo disayangi, nan praktis jo inovatif. Rancangan nan manang Basi iko mamasukkan praktik tabaik industri jo punyo ciri teknis nan cakap nan bapautan jo ilimu jo bakaik. Spotlight Toothpaste Packaging Fungsi Utamo: Pambungkuih Pasta Gigi dihormati karano katalitiannyo jo dirancang untuak maningkekkan kualitas hiduik jo mambantu manjadikan dunia tampek nan labiah elok.

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