Spotlight Toothpaste Packaging Fungsi Utama: Bungkus Odol by Kazuo Fukushima and Haruka Takeuchi

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

BeusiBungkusan· 2026

Spotlight Toothpaste Packaging Fungsi Utama: Bungkus Odol

by Kazuo Fukushima and Haruka Takeuchi

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

A' Design Award Beusi Winner in Bungkusan Category

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Colors

The Design

About Spotlight Toothpaste Packaging Fungsi Utama: Bungkus Odol

Téks Buku: Spotlight nyaéta hiji desain bungkus odol anu ngarobah khasiat pamutihan jadi pangalaman visual. Gantina ngandelkeun citra bodas anu konvensional, ieu desain ngagunakeun cahaya minangka métafora pikeun nepikeun aktivasi énzimatik jeung kinerja pamutihan anu kafokus. Grafis bunderan anu cahyana hurung jeung éfék permukaan holografik nyiptakeun jero jeung katepatan, ngamungkinkeun mangpaat fungsional dikarasa dina lirikan munggaran. Sistem ieu ngimbangan kredibilitas ilmiah jeung katingalna dina rak, bari ngajaga konsistensi dina sakuliah variasi produk ngaliwatan struktur visual anu ngahiji jeung aksen warna anu dikontrol.

The Recognition

About the A' Design Award Beusi

Spotlight Toothpaste Packaging Fungsi Utama: Bungkus Odol mangrupa juara A' Design Award Beusi, pangakuan anu bergengsi anu dipasihkeun ka desain alus anu minuhan sarat profésional jeung industri anu diharepkeun tina kréasi anu dirarancang alus. Para juara Beusi nunjukkeun kaahlian anu hébat, spésialisasi anu luhur, pamahaman ahli jeung kamampuh kréatif para kréatorna. Spotlight Toothpaste Packaging Fungsi Utama: Bungkus Odol diharepkeun jadi kréasi anu dihargaan, dikagumi jeung dipikanyaah anu praktis jeung inovatif. Desain juara A' Design Award Beusi ieu ngalebetkeun prakték pangalusna industri sarta ngabogaan ciri téknis anu mampuh pakait jeung pangweruh praktis jeung bakat. Spotlight Toothpaste Packaging Fungsi Utama: Bungkus Odol dihormat pikeun katelitianana sarta dirarancang pikeun méré paningkatan kualitas hirup anu mantuan ngajadikeun dunya tempat nu leuwih hadé.

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