Sam Lucking

Sam Lucking is a multi-disciplinary designer and Founder of Unhidden Design Limited (formerly Hurricane Design), with over 20 years' experience creating award-winning packaging for leading FMCG brands. His expertise spans brand identity, structural packaging and innovation, combining strategic thinking, creativity and technical understanding to deliver commercially successful design solutions. A passionate advocate for the value of good design, Sam believes packaging is a brand's most powerful physical touchpoint, shaping perceptions, telling compelling stories and creating lasting connections with consumers. He champions packaging as a strategic part of brand development, not simply the final stage of the process. www.weareunhidden.com