Spotlight Toothpaste Packaging TawZilt n yiseflawen sɣur Kazuo Fukushima and Haruka Takeuchi d anerbaz yettwaqadren meqqren n 2026 Tarbaḥt A' Design Award n Uzzal deg Taggayt n Tnaflit n Afeṣṣel n Ukemmus.
UzzalAkemmus· 2026
Spotlight Toothpaste Packaging TawZilt n yiseflawen
sɣur Kazuo Fukushima and Haruka Takeuchi
Amsaɣ: Lion Daily Necessities Chemicals (Qingdao) Co., Ltd.
Anerbaz n Tarbaḥt A' Design Award n Uzzal deg Taggayt n Akemmus
Anerbaz n Urraz Yettwasenqden
Senqed Addad n Urraz i #179693Afeṣṣel
Ɣef Spotlight Toothpaste Packaging TawZilt n yiseflawen
Spotlight d aɣawas n tewZilt i yiseflawen i yettbeddilen tazmert n usmellel ɣer tarmit taẓuṛant. Deg umḍiq n usekkud ɣef tugniwin timellalin tinmegantin, aɣawas yesseqdac tafat am wegelmus i wakken ad d-yessigez asermed n yinzimen d temlellit yettwasammen. Tugna tasewlilint yufraren akked yifecca n holographic ɣef tferka srusuyen lqed d tesleḍt, ttaǧǧan tinefqal timahalin ad tent-walin si tmuɣli tamezwarut. Anagraw yesseɣbel gar tflest tussnant d tmuɣli ɣef tferka n usebbeḍ, ɣas akken yeṭṭafar tameddurt ger tneḍfarin n ufaris s tesnesfalt taẓuṛant taddukklit d yiwsiɣen n yiniten yettwaṭṭfen.
Asmekti
Ɣef Tarbaḥt A' Design Award n Uzzal
Spotlight Toothpaste Packaging TawZilt n yiseflawen d amerbaḥ n Tarbaḥt A' Design Award n Uzzal, tagmat i yisnulfa yelhan i yemmalen ayen i d-ttrajun yimdanen seg yisnulfa yelhan. Imerbaḥen n Uzzal ttbanen d tmusni, tmahilt d tazmert n yimahilen-nsen. Spotlight Toothpaste Packaging TawZilt n yiseflawen ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Isnulfa-a ttwaɛezzen imi ɛawnen deg tudert, rran ddunit ugar n lxir.
Deffir n ufeṣṣel
Tagrurt n tɣamsa
Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.
- Taɣara Tasuft
- 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.
- Tigejdiwin & Akemmus
- 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. - Tibzimin
- Packaging design, Oral care, Whitening, Enzyme technology, Chinese market, Japanese brand, Holographic effect, Visual communication
- Tasnakta n Ufares
- 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.
- Asewḥel n Usnulfu
- 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.
- Anadi
- 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. - Aseḥbiber
- 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.
- Tanzagt n Usenfar
- 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.
- Tanila n Umahil
- 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.
- Igmamen n Terbaɛt
- Creative Director: Kazuo Fukushima
Designer: Haruka Takeuchi
Project Management: Fanso Zhang
Creative Agency : FUDESIGN - Imsuren n Tugniwin
- SHANGHAI NO PROBLEM BRAND DESIGN CO.LTD
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