Revolutionizing Oral Care: Kazuo Fukushima's Innovative Toothpaste Design

Winner of the Silver A' Packaging Design Award, the design combines nature and technology for periodontal disease prevention.

Understanding the growing interest in periodontal disease prevention among young consumers in China, Kazuo Fukushima and his team embarked on creating an oral care brand series. The brand mark, a simple yet elegant design of two toothbrushes crossed, signifies the insurance oral products. The toothpaste, a unique formulation of natural ingredients and amino acids, is technically patented, setting it apart from other products in the market.

Zettoc, the No.1 brand in the Japanese oral care original equipment manufacturer market, is known for its high-quality products backed by over 60 years of technology. To penetrate the Chinese market, Zettoc developed this periodontal disease care product series, aiming to attract consumers to the high-tech, made-in-Japan oral products.

The packaging design, reminiscent of a watercolor tube, is a playful nod to the joy of choosing colors while painting. The top half of the packaging represents natural elements, while the bottom half signifies science and technology, effectively combining two contrasting elements into one cohesive design. The packaging is made of matte paper and the tube of matte plastic, adding a touch of sophistication.

The design process was meticulous and well-thought-out, involving market analysis, target verification, brand comparison with competitors, creative idea development, original design creation, sample check, color check, and finally, the finished product check. The design was created in Shanghai, with the project starting in August 2020 and concluding in January 2021.

One of the major challenges the team faced was creating a design that the target audience would be happy to display on their washbasin. They also had to devise tubes and boxes so that the illustrations could be seen as connected. Despite these challenges, the team was successful in creating a design that is not only functional but also aesthetically pleasing.

The toothpaste design by Kazuo Fukushima and his team is a perfect example of how innovation and creativity can transform everyday products into works of art. The design, which has been recognized with the Silver A' Packaging Design Award, is sure to make a significant impact in the oral care industry, particularly in the Chinese market.