At Whatever Brands, we're excited to unveil Clara’s Selections, our delicious range of confectionery that offers the perfect combination of premium quality and accessible prices. To learn more about the design behind this unique product line, we sat down with Elon Julien, one of the talented designers responsible for creating Clara’s Selections.
From the materials chosen to the elegant design that appeals to a wide range of consumers, Elon takes us through his creative process and his vision for making high-quality treats available to everyone.
Q1: Elon, can you tell us about the inspiration behind Clara’s Selections?
“The inspiration for Clara’s Selections actually came from a desire to innovate while keeping things simple. My colleague Milly and I initially looked into using patterns for the packaging. The older version had a subtle pattern, but we realised that we could make it a more central element of the design. Our idea was to elevate the packaging by making the pattern more prominent, giving it a refined yet playful feel. It was important to us that the packaging not only represents the high quality of the product inside but also appeals to people who appreciate subtle sophistication. Ultimately, we wanted the design to feel fresh and timeless, something that would stand out on a shelf but also feel accessible to everyone.”
Q2: What were some of the challenges in designing a brand that balances premium quality with affordability?
“One of the biggest challenges in designing Clara’s Selections was finding the right balance between high-end aesthetics and affordability. To achieve this, we had to start by understanding the people we were designing for—knowing who the target audience is made all the difference. Once we had that clarity, it became easier to imagine how the product would sit on the shelf among other premium products. The goal was to create a packaging design that didn’t look cheap but didn’t feel out of reach either. The process required a careful selection of materials, colours, and typography that would project elegance without overcomplicating things.”
Q3: Can you walk us through your design process for Clara’s Selections?
“Our design process began with a lot of brainstorming and collaboration. Milly and I sat down with a range of ideas from the team, and we discussed which concepts felt like they had the most potential. Once we narrowed it down, I took the lead in experimenting with different colour palettes to see how they interacted with the design elements. I believe colour is one of the most powerful tools in design because it can evoke an emotional response, so I spent a lot of time refining this aspect. After we found the right balance, I focused on creating mockups to visualise how the design would translate onto the packaging. These mockups allowed us to make adjustments and fine-tune the design until everything came together seamlessly.”
Q4: How did you approach the branding and packaging design for Clara’s Selections?
“For Clara’s Selections, we knew that the branding had to reflect the essence of the product—simple, elegant, and full of character. We wanted to focus on creating a layout that would allow the flavour names to stand out, especially since the taste is the most important aspect of the product. The shorter tins presented an interesting challenge, as we had limited space to work with, but that actually helped us streamline the design and make it more impactful. I wanted the typography to be bold and clean, but also complement the intricate pattern that we introduced on the packaging.”
Q5: What do you hope customers will experience when they interact with Clara’s Selections?
“At the end of the day, I want customers to experience the excitement of discovering something new and delightful when they interact with Clara’s Selections. I believe that packaging plays a huge role in attracting people to try a new product, but it’s the quality and flavour that keep them coming back. We worked hard to ensure that the wafer rolls inside are not only visually appealing but also offer a premium taste experience that lives up to the elegant packaging. My hope is that Clara’s Selections becomes a brand that people trust and love, and that it brings a little bit of joy and indulgence into their everyday lives.”