Sunlight dish-wash added-value variants have been losing share year-on-year (2014-2016) due to lack of differentiation to the core Lemon variant. The development of the new Key Visual that will be used in modern trade is a must for their strategy in terms of beating the old core value. Being the art director for this project, I designed a key visual to show 3 variants and reinforce the message that the range of added-value variants offers something extra beyond the core anti-greasing benefits.​​​​​​​