Silver Packaging Design · 2021
Toothpaste Packaging
- A' Design Award 2021 Silver Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Nippon Zettoc co.,ltd.
- Estimated Number of Design Views: 42,853
- Verification code 88A44D6762 · Verify this award
About Toothpaste Packaging
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.
Press Kit
- Unique Properties
- Zettoc is No.1 brand in the Japanese oral care original equipment manufacturer market, provides high-qualified products with technology in Japan over 60 years.
To enter the Chinese market, Zettoc developed a periodontal disease care product series for the Chinese, attract them to accept oral products with high technology made in Japan. - Dimensions & Packaging
- Paper box: Width 43mm x Depth 35mm x Height 167mm, Paste Tube: Width 30mm x Depth 30mm x Height 155mm
- Tags
- Toothpaste, Oral care, China, Japan, nature, technology, Medicinal
- Production Technology
- Paper box: matte paper Surface, Paste Tube: matte plastic Surface
- Design Challenge
- The design that the target audience is happy to put the product on their washbasin.
Express with abstract illustrations according to the three tastes.
Devise tubes and boxes so that the illustrations can be seen connected. - Project Duration
- The project started in August 2020 and finished in January 2021 in Shanghai.
- Operation Flow
- First, analyze the market and understand the current situation.
Next, target analysis to verify what kind of design consumers will like.
Third, the brand analysis compares with competitors.
Fourth, develop creative ideas.
Fifth, original design.
Sixth, sample check, color check, etc.
Finally, check the finished product. - Research
- Analysis of luxury supermarkets where products are sold.
Competitive analysis for internet sales.
Analysis for targets in the market.
Package analysis for the Japanese market. - Inspiration
- In recent years, an increasing number of consumers are interested in periodontal disease in China. However, it is not well known that care from a young age can prevent periodontal disease. This time has created an oral care brand series for young consumers, which can be the first step in periodontal disease prevention. The brand mark combines two toothbrushes in the shape of a cross to simply design the insurance oral products. The Toothpaste is a unique combination of natural ingredients and amino acids found. This formulation is technically patented.
- Image Credits
- Photographer: Zhu Jie
- Patents
- Nippon Zettoc co.,ltd.
Colors of Toothpaste Packaging
Get Toothpaste Packaging
Strategic Brand Design for China Market
We specialize in creating distinctive brand identities and packaging designs for global companies entering the Chinese market. With deep understanding of both Japanese precision and Chinese consumer preferences, our award-winning team delivers strategic design solutions that connect brands with…
G0E3 ShopDesign Interview about Toothpaste Packaging
To combine nature and science in a visually appealing way that resonates with young consumers and communicates periodontal care benefits.
Our focus was to create a design that looks stylish on bathroom shelves while clearly conveying the product's advanced technology and natural ingredients.
We plan to further promote this design as a benchmark for expanding into other international markets.
Approximately six months, from market analysis to final design production.
The design was commissioned by Nippon Zettoc as part of their strategy to enter the Chinese market.
The design is being produced and marketed by Nippon Zettoc.
The need to create a product that appeals to young consumers while representing Japanese quality and innovation.
We were inspired by modern Japanese packaging aesthetics and trends in luxury supermarket products.
Young, health-conscious Chinese consumers looking for high-quality oral care products.
The seamless integration of abstract natural illustrations with a scientific, high-tech feel, as well as the patented formula it represents.
The name "MD’CIAL" reflects the medical and scientific quality of the product, aligned with its oral health focus.
Adobe Illustrator and Photoshop were the primary tools used for creating the illustrations and layouts.
The harmonious blend of nature and technology, visually represented through the packaging's divided yet cohesive design.
The project involved collaboration with the client’s R&D team and packaging production experts.
The design highlights a patented formulation, which reflects the advanced technology used in the product.
Yes, market research, target audience analysis, and competitor studies in both Japanese and Chinese markets influenced the design.
Balancing aesthetics and functionality while ensuring the illustrations and branding worked seamlessly across different packaging formats.
The unique concept and market potential of this design made it a strong candidate for international recognition.
The project reinforced the importance of integrating consumer insights with visual storytelling to create impactful designs.
This project reflects the collaborative spirit of combining creative design with technical innovation, demonstrating the potential of Japanese brands in new markets.
Grand Interview about Toothpaste Packaging
The 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.