Brand, Product and Spatial Design Creative Direction and Concept Development by internationally-acclaimed multidisciplinary design storyteller, Caroline Santos.



I am a UK-based creative, designer and entrepreneur who champions creativity as a catalyst for positive change. As such, I help companies and fellow creatives expand on their ideas to craft cohesive design concepts that support it.

I specialise in creative process and concept development. From there, I apply my design thinking process to brand-led products and spaces, and am best known for my skills in storytelling and engagement; bringing people together at a human level; and fusing creativity with commercial and cultural outcomes.  

Independently, and alongside my innovation and design consultancy Mette, I work with changemakers in food culture and infrastructure to inspire compelling design stories that sing out strong visions and make a positive economic, environmental and social impact. 

I've worked with industry leaders such as 100% Design for London Design Festival, British Council, Formica Group, Gaggenau, Dornbracht, Fenwick, N2O, The Flava People, Apetito, Quorn and The Food People, seeking the story, expanding its reach, and pulling out its full potential to inspire and engage. 

From creating brand stories for exciting start-ups to engaging whole industries with visions of a feasible future we'll love, I've cultivated dozens of design concepts over my fifteen years in the industry, and have developed a knack for connecting far-flung dots to create more impactful outcomes. 

My projects have helped pave the way to seven-figure investment, been voted most inspirational by twenty-five thousand industry professionals, and been featured internationally from New York Times and Wired Magazine to Elle Decoration, Icon and Wallpaper*.

‘Caroline is a hugely talented designer with an ability to develop concepts and project-manage delivery of projects to an exceptional quality, on time and to budget. I’ve enjoyed working with Caroline since first meeting in 2012, having collaborated on a number of projects and strategies, each presenting complex challenges. I’ve benefited from Caroline’s special talent for looking at projects delivering solutions that satisfy the requirements from all stakeholder perspectives, are truly relevant and have undeniable integrity.

Caroline’s involvement with 100% Design has been a huge boost to the quality of design thinking at the show. Her approach to every project is in-depth, practical and passionate; working with her is always a very pleasurable experience and her ability to make things happen both creatively and practically is invaluable.’
— William Knight, Show Director, 100% Design


Personal + CLIENT PRESs featureS inCLUDE:

Icon Magazine
Elle Decoration
New York Times

New Design Magazine
Homes & Gardens
FT Weekend

Grand Designs Magazine
Wired Magazine
Irish Times

co-owner of:

Design Thinking for Food Culture

customisable workbench DESIGN series 

Crafted Kit for Culinary Stories