Interview about Toothpaste Packaging, winner of the A' Packaging Design Award 2021
The Toothpaste packaging design idea is a watercolor tube. It reminds the fun of choosing colors when painting. The Toothpaste is a unique combination of natural ingredients and amino acids found. Therefore, the upper half of the Toothpaste packaging is a natural expression, and the under half is a science and technology expression. It is a design that combines two different elements into one. Finally, the brand mark combines two toothbrushes in the shape of a cross to simply design the insurance oral products.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe creative concept emerged from the need to communicate preventive oral care in a way that feels natural, elegant, and relevant to young Chinese consumers. Inspired by the dual goals of health and lifestyle, we integrated watercolor-inspired abstract visuals with a soft yet clinical tone. Collaborating closely with Haruka Takeuchi, we translated Zettoc’s medical credibility into a calm, display-worthy design.
The dual structure—nature on the top and science on the bottom—was a deliberate decision to visually represent the brand’s formulation, which blends natural ingredients with patented amino acid technology. This contrast helped position the product as both functional and aspirational. Young consumers responded positively to this layered message: “safe science backed by nature.”
Zettoc’s 60-year legacy of Japanese technology needed to be reframed through a culturally resonant design. Chinese consumers value visual softness and product intimacy, so we designed the packaging to convey warmth and trust. The abstract motifs and gentle color palette made the advanced formulation feel more personal, helping ease market entry without compromising scientific integrity.
Each of the three variants—Rose Mint, Medicated Mint, Cooling Mint—features original watercolor-based illustrations. We carefully mapped these artworks to flow from the tube to the box with alignment in mind. This demanded technical precision in dieline setup, digital editing, and printing registration. The outcome created a seamless consumer experience, reinforcing brand quality through detail.
Market research showed that our target audience, primarily aged 18–35, increasingly considers product aesthetics when choosing wellness products. Interviews revealed a preference for items that enhance personal space. This insight drove us to develop packaging that users would not only trust for oral health but also feel proud to leave visible on their washbasins, like a designer cosmetic.
The cross-shaped brand mark made from two toothbrushes is a minimalist yet meaningful symbol. It references dental care while forming a “+” that signals medical support. This balance between simplicity and symbolism reflects our belief that health products should speak clearly without excessive ornamentation—especially in a context where visual calmness is linked to trust.
During our six-month development in Shanghai, we learned the value of interdisciplinary collaboration between branding, research, and healthcare. Designing for preventive care meant navigating both emotional resonance and factual accuracy. We found that introducing warmth into medical design could shift consumer perception from “treatment” to “daily wellness habit.”
Packaging dimensions were optimized for shelf display and daily use: compact yet visible. We used matte paper for the box and soft matte plastic for the tube to give a tactile, skincare-like feel. Although full recyclability wasn’t feasible, we prioritized material textures that balanced premium quality with practical durability and future environmental upgrades.
As Creative Director, I encouraged the team to harmonize clinical reliability with natural imagery. We avoided clichés and instead developed abstract illustrations to represent botanical moods. This approach helped translate Zettoc’s amino acid technology into visual storytelling, supporting product differentiation and user appeal.
By visualizing ingredients as flowing, atmospheric patterns, the design communicates freshness and clarity—key attributes for periodontal care. Instead of intimidating consumers with clinical cues, we used light, fluid visuals to spark curiosity and emotional connection. This approach may inspire future healthcare packaging to focus more on empathy, particularly for young consumers.
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