Spotlight Toothpaste Packaging Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọrá Eyín by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2026 Àmì-ẹ̀yẹ Irin A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IrinÌdìpò· 2026
Spotlight Toothpaste Packaging Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọrá Eyín
by Kazuo Fukushima and Haruka Takeuchi
Client: Lion Daily Necessities Chemicals (Qingdao) Co., Ltd.
Àmì-ẹ̀yẹ Irin A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #179693The Design
About Spotlight Toothpaste Packaging Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọrá Eyín
Àkọsílẹ̀ Ìwé: Spotlight jẹ́ àpẹẹrẹ ìdìpọ̀ ọrá eyín tó ń yí agbára ìmúfunfun padà sí ìrírí tó ṣe é fojú rí. Dípò gbígbáralé àwòrán funfun tó wọ́pọ̀, àpẹẹrẹ yìí ń lo ìmọ́lẹ̀ gẹ́gẹ́ bí àkàwé láti fi ìmúṣe enzyme àti agbára ìmúfunfun tó ní àfojúsùn hàn. Àwòrán òrùka tó ń tàn àti àwọn ipa orí ojú holographic ń ṣẹ̀dá ìjìnlẹ̀ àti àpèjúwe tó péye, tó ń jẹ́ kí àwọn àǹfààní iṣẹ́ rẹ̀ jẹ́ ohun tí a lè fojú rí láti ìbẹ̀rẹ̀pẹ̀pẹ̀. Ẹ̀rọ náà ń dọ́gba ìgbẹ́kẹ̀lé sáyẹ́nsì pẹ̀lú ìríran lórí pẹpẹ, nígbà tó ń tọ́jú ìbámu káàkiri àwọn oríṣiríṣi ọjà nípasẹ̀ ìṣètò ìríran tó so pọ̀ àti àwọn àfikún àwọ̀ tí a ń ṣàkóso.
The Recognition
About the Àmì-ẹ̀yẹ Irin A' Design Award
Spotlight Toothpaste Packaging Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọrá Eyín jẹ́ olùborí Àmì-ẹ̀yẹ Irin A' Design Award, ìdánimọ̀ olókìkí tí a fún àwọn àwòṣe tó dára tí wọ́n pàdé àwọn ohun tí iṣẹ́ àti ilé-iṣẹ́ nílò tí a retí láti ọ̀dọ̀ àwọn ẹ̀dá tí a ṣàwòṣe dáradára. Àwọn olùborí Irin ń fi ìjáfáfá ńlá, ìmọ̀ pàtó gíga, òye ògbóǹtarìgì àti agbára ìṣẹ̀dá àwọn olùṣẹ̀dá wọn hàn. A retí pé Spotlight Toothpaste Packaging Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọrá Eyín yóò jẹ́ ẹ̀dá tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó wúlò tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Irin A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ ilé-iṣẹ́ jọ, ó sì ní àwọn ànímọ́ ìmọ̀-ẹ̀rọ tó péye tí a so mọ́ ìmọ̀ ṣíṣe àti ẹ̀bùn. A bọ̀wọ̀ fún Spotlight Toothpaste Packaging Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọrá Eyín nítorí ìfọ̀kànbalẹ̀ rẹ̀, a sì ṣàwòṣe rẹ̀ láti pèsè ìmúdára ìgbésí ayé tó ń ran ayé lọ́wọ́ láti di ibi tó dára jù.
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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