I’m Samantha Locke (Peacock) — a freelance visual designer with a deep passion for food and the world of CPG. I partner with brands to shape who they are and how they show up in the world through thoughtful strategy, identity, packaging, and storytelling.

I spent five years at IDEO within the Food Studio, collaborating with brands such as Clif Bar, Perrier, Alicorp (Tari), Feeding America, and Eat Real to imagine the future of food, wellness, and sustainability.

Prior to IDEO, I was an in-house designer at food startup JUST, working within a small design team (at times just myself and the Creative Director) to help shape what the brand is today. From visual identity and packaging design to art direction, food styling for social media, trade show materials, and decks, the scope was broad. It was here that my passion for food and design for CPG truly began.

My design philosophy is rooted in the belief that form should follow function—every decision should serve a purpose. I’m drawn to work that’s clear, intentional, and pared down to its essentials, but never at the expense of personality.

Based near Detroit and Ann Arbor, I’m open to remote roles, full-time positions, and creative collaborations.