A CPG designer translating
brand strategy into thoughtful, expressive design

Hello! I’m Samantha Locke

The word 'Réumé' written in elegant red cursive font on a black background.
A large colorful billboard on a brick building, with the text "Music is the Answer" and "Shiny Vinyl." The billboard features a cartoon vinyl record character with arms, legs, sneakers, and a smiling face, waving. The background has red, yellow, and orange swirls, and smaller black stars. The billboard promotes vinyl records, CDs, and more, with the website "shinyvinyl.biz".

Brand Designer (Freelance)
2024—Present

I’m a brand designer with deep experience in CPG, translating strategy into cohesive identity systems across packaging, digital, and print. Most recently, I led a rebrand for Shiny Vinyl, an online vinyl record store, helping refine their visual identity and strengthen their connection with customers. View the project.

A dark green baseball cap with an embroidered MTV logo character and a black T-shirt with gold text that reads "Skiny Vinyl".
Brown paper with various music-themed and vintage record illustrations and slogans, including "Music is the answer!" and "You're got great taste."
Business cards on a textured pink and gold surface, one card with a red background and white text saying 'Shiny Vinyl' and the other white with black text for a person's business details and a cartoon vinyl record character with a baseball cap.
Stack of colorful vinyl record cards with the top card displaying 'Shiny Vinyl' logo in red and beige.

Rebrand for ShinylVinyl. Feature on Studio Vermilion.

IDEO
2019 – 2024

I spent five years at IDEO, applying human-centered design to work with brands like Clif Bar, Perrier, Alicorp, and Patagonia on projects promoting circularity and food equity. Highlights include reducing kitchen food waste, improving Food Bank experiences, and developing solutions for Regenerative Agriculture. I’m passionate about a collaborative food future that benefits people and the planet. Recently, I helped launch Tari, a Peruvian hot sauce, and shaped the brand identity for Eat Real.

Two bottles of Tari Peruvian sauce with colorful labels and blue background, one labeled mild and tangy and the other spicy and smoky.
A four-panel brand style guide for a wordmark called 'Tari,' featuring design details, foliage texture inspired by Peruvian jungle flora, logo icon of a stylized llama with colorful Peruvian textile patterns, and color palette with primary and secondary colors including blue, lime green, black, white, orange, green, red, and purple.

Brand and packaging design for Tari

Four different colorful packages of Luna cookie bars laid out in a row against a starry night background. The packages are labeled from left to right: Spicy Lemon Ginger, Dark Cocoa Peanut Butter Chip, Oatmeal Flax & Raisin, and Granny Smith & Walnut.
A clear glass bottle of Spiced Blood Orange juice, a sprig of rosemary, and a tall drinking glass with a straw and lemon slices on a white table, against a green curtain background.

Granola bar concept

Sparkling Water concept

Brand guidelines page with a dark green background, white logo resembling a bowl with leaves, and the text 'Eat Real'.
Colorful outdoor poster display with photos of children and various fruits, text promoting healthy eating and food experience, and decorative leaf icons.

Rebrand for Eat Real. Feature on IDEO.com

Smartphone displaying a food shopping app with items like can opener, cutting board, and food container on a black background. Green logos of food bank organizations are nearby.

Rethinking the Food Bank

Collage of presentation slides related to Wholestack branding guidelines, logo options, color palette, typography, value proposition, and branding elements on a lavender background.

Brand for Wholestack

JUST
2015 – 2019

Formerly Hampton Creek, JUST is a plant-based food company focused on health and sustainability. In its early stages, I played a key role in shaping the brand, contributing to visual identity, packaging design, website and social media, trade show materials, and sales and marketing materials for new business.

Six bottles of salad dressing with colorful labels reading 'JUST' and different flavors including Caesar, Sriracha Mayo, Thousand, Ranch, Mayo, and Garlic Mayo, arranged on a white surface.
Disassembled components of a sandwich, including lettuce, tomato slices, onion slices, sliced eggplant, grilled chicken, sandwich bun, and sauce.
Color palette featuring hex colors and their codes, a variety of color swatches, and a collection of colorful cards with the word 'JUST' on front.
A jar labeled 'JUST' contains colored, fluffy cookie dough with three birthday candles on top, lit and ready for a celebration.
Scattered cookies in colorful wrappers on a white surface, with some cookie crumbs.
Hand holding a whole wheat sandwich with lettuce, tomato, onion, and mayonnaise against a black background with text that reads 'The way mayo should be'

CP+B
2014-2015

Like many creatives, I began my career in advertising. At Crispin Porter + Bogusky, I was part of the small but mighty Design Team, working on projects for clients like Best Buy, Domino’s Pizza, and Infiniti, Noll (surfing company), as well as branding and internal initiatives for the agency itself.

A collage of various surfboard logos and designs with the word 'NOLL' or 'Noll' in different fonts and styles on a blue background.
Graphics related to pizza, including pizza slices, a trophy with a pizza slice, a badge with a pizza slice, a hand holding a pizza slice, a pizza with falling slices, a speedometer with a pizza slice, a medal with a pizza slice, and a pizza with a flag, all arranged on a red background with a white central area featuring the text 'Piece of the Pie' and a Domino's logo at the top.

HUGE
2013-2014

My first serious design role post-college involved working closely with business development and executives to create RFPs and business materials. I also contributed to the HUGE brand; designing swag, updating web graphics, and maintaining the bold magenta, black, and white aesthetic.

A collage of five printed pages, including a pink cover page with white text saying 'Hello there,' a black and white photo of a group of happy people, a graphic illustration of a pink and black cityscape, a black and white photo of a dog jumping, and a page with a pink and black table of contents.

I love CPG. Got a packaging project? Let's chat!

❤️

I love CPG. Got a packaging project? Let's chat! ❤️