Spotlight Toothpaste Packaging Fungsi Utama: Pembungkusan Ubat Gigi by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 A' Design Award Besi in Reka Bentuk Pembungkusan Competition Category.
BesiPembungkusan· 2026
Spotlight Toothpaste Packaging Fungsi Utama: Pembungkusan Ubat Gigi
by Kazuo Fukushima and Haruka Takeuchi
Client: Lion Daily Necessities Chemicals (Qingdao) Co., Ltd.
A' Design Award Besi Winner in Pembungkusan Category
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The Design
About Spotlight Toothpaste Packaging Fungsi Utama: Pembungkusan Ubat Gigi
Teks Buku: Spotlight ialah reka bentuk pembungkusan ubat gigi yang mengubah keberkesanan pemutihan menjadi pengalaman visual. Daripada bergantung kepada imej putih konvensional, reka bentuk ini menggunakan cahaya sebagai metafora untuk menyampaikan pengaktifan enzim dan prestasi pemutihan yang terfokus. Grafik bulat yang berseri dan kesan permukaan holografik mewujudkan kedalaman serta ketepatan, membolehkan manfaat fungsian dilihat pada pandangan pertama. Sistem ini mengimbangi kredibiliti saintifik dengan keterlihatan di rak, sambil mengekalkan konsistensi merentas variasi produk melalui struktur visual yang bersatu dan aksen warna yang terkawal.
The Recognition
About the A' Design Award Besi
Spotlight Toothpaste Packaging Fungsi Utama: Pembungkusan Ubat Gigi ialah pemenang A' Design Award Besi, pengiktirafan yang berprestij yang dianugerahkan kepada reka bentuk yang baik yang memenuhi keperluan profesional dan industri yang dijangka daripada ciptaan yang direka dengan baik. Pemenang Besi menunjukkan kemahiran yang besar, kepakaran yang tinggi, kefahaman pakar dan keupayaan kreatif penciptanya. Spotlight Toothpaste Packaging Fungsi Utama: Pembungkusan Ubat Gigi diharapkan menjadi ciptaan yang sangat dihargai, dikagumi dan disayangi yang praktikal dan inovatif. Reka bentuk pemenang A' Design Award Besi ini menyepadukan amalan terbaik industri dan mempunyai ciri teknikal yang kompeten yang dikaitkan dengan kepakaran dan bakat. Spotlight Toothpaste Packaging Fungsi Utama: Pembungkusan Ubat Gigi dihormati kerana ketelitiannya dan direka untuk memberikan peningkatan kualiti hidup yang membantu menjadikan dunia tempat yang lebih baik.
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
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