Designing a Feeling: The Creative Mind Behind SISUU's Packaging, Ben Galbraith

There’s something special about a product that feels instantly recognisable. Before you’ve read the label, before you’ve learnt the story, you already know there’s care behind it.

For SISUU, that feeling has always lived in the details - from the rituals behind each formula to the packaging that brings the brand to life. The person behind those iconic screen-printed bottles is award-winning packaging designer, Ben Galbraith.

With a career spanning surf brands, luxury department stores, drinks packaging and independent makers, Ben has built a reputation for creating designs that feel considered, authentic and connected to the story behind the product.

We sat down with Ben to chat about his creative journey, the inspiration behind SISUU’s packaging, and why the most memorable designs are the ones that still feel human.

Tell us a little about your journey into design and packaging

I actually studied illustration at university because I thought I was going to become a children’s book illustrator! That didn’t quite work out, but it led me into the world of design.

My first job was setting up files for print at a print house. It wasn’t really a traditional design role, but it taught me the technical side of printing and how things actually come together.

From there, I worked as a designer for a surfboard factory, then at a local design agency. It wasn’t until I moved to London on an overseas adventure that I started specialising specifically in packaging.

I worked in-house at Selfridges designing confectionery packaging, as well as at Marks & Spencer designing drinks packaging, alongside a number of specialist packaging agencies.

These days, drinks packaging makes up a big part of my work.

Where do you find inspiration?

I hate to say it, but probably online!

There’s so much incredible inspiration out there through design blogs and creative communities. I usually start the day with a bit of a snoop around to get inspired before starting on the serious work.

What are some brands, products or people inspiring you right now?

Outside of design, I’ve been getting into a few foodie influencers lately — especially people who capture or shoot what they’re cooking.

Josh Bollen from NSW is a good one. Al Brown from NZ is awesome too.

I’m drawn to people who tell stories around food, place and process.

Do you remember how the SISUU project first came about?

It was a few years ago now, but I think it happened something like this…

I read a cool article about Emma spearfishing in a magazine, followed her on Instagram and she reached out about the project not long after.

We met at a café in Freshwater so I could share some ideas. I think she liked them, but she ended up getting a friend to create the logo, which I then integrated into the packaging.

Emma sourced the bottle and found someone on the Northern Beaches who could screen print directly onto the glass. I didn’t even know that could be done at such a small scale, but she made it happen!

A lot of people’s first comment about SISUU is that they love the packaging. What do you think makes it stand out?

The screen-printed graphics are pretty special. They allow the colour of the liquid to show through, which gives the brand a really natural and authentic feeling.

It shows the product has nothing to hide.

If you had to describe working on SISUU in three words?

Cruisy surf vibes.

What was your favourite SISUU product to work on?

I really enjoyed working on the magnesium spray.

I think it was the second product we worked on, and it was successful because it proved the brand could move into a completely different format and colour palette while still feeling like it belonged to the same family.

How do you create packaging that feels timeless?

I think it’s pretty hard!

You have to take cues from the past to create something completely new and original, while not being influenced by current trends or fads.

I’m not sure if I’ve ever achieved it, but I can think of some French perfumes that feel timeless. Maybe Colman's Mustard too.

Some brands have been around for so long that they come back into fashion — I’m not sure if that’s timeless or if their time just comes back around.

How do you feel about the direction of AI in the creative world?

It’s definitely a controversial one.

I use AI as a tool to help me work quicker. It’s been useful for things like writing a bit of romance copy for a wine label or creating a small illustration style when I need a starting point.

But when we start relying on it for the entire creative process, I think things start to feel artificial.

I think we’ll always crave a bit of humanness. AI can’t quite achieve the quirky, kooky, weird randomness that makes things feel unique. Not yet anyway.

What’s one ritual you keep coming back to?

I’m not sure if I have many rituals, but maybe a morning surf check.

I like knowing whether I’m missing good surf while I’m stuck behind the desk. Although if it’s good, I can usually find time for a quick surf.

That’s the beauty of working for yourself.

What makes you feel most alive?

Fishing.

When I’m out in the middle of the ocean in my little tinny — just me, the ocean and hopefully a few fish underneath me.

What are you most excited about creating this year?

Creatively, I’ve been working with an artisanal chocolate maker, helping him tell the story of his Pacific-sourced and produced product.

It’s really exciting working with a small producer from Aotearoa and helping him take his product to the world stage.

At SISUU, we’ve always believed that the things we bring into our daily rituals should feel intentional - from what’s inside the bottle to the story it tells.

Ben’s work is a reminder that great design isn’t just about how something looks. It’s about how it makes you feel.

A little bit wild. A little bit nostalgic. Always human.