Rye & Sons

New York

2024

Rye & Sons is a straight rye whiskey brand founded by André Hueston Mack, a celebrated sommelier turned winemaker turned whiskey maker, built on a winemaker's philosophy and a rebellious streak. The challenge was standing out in a whiskey category flooded with brands chasing the same "craft" and "heritage" language, without the media budget to shout over it. That meant the design had to carry the differentiation.

As art director and designer, I developed the brand's creative direction through OOH, social, print, and retail, bridging André's personal story with a social-first, visual language rooted in the identity.

A bottle of Rye & Sons 2022 whiskey with a minimalist label featuring a hand drawing holding wheat, set on a white surface next to a green leafy plant.
Shelf with various bottles of whiskey and liquor behind a bar.
A bouquet of colorful flowers in a vase, a glass of iced drink with a twist of orange peel, and a bottle of Rye & Sons whiskey on a dark surface against a textured wall with a decorative gold frame.
A man with a green baseball cap and white t-shirt sitting in the driver's seat of a vehicle, facing away from the camera.
A person's arm and hand reaching into a cardboard case of Straight Rye Whiskey, with branding and packaging visible.
  • An image of Rye & Sons
  • A decorated bar table with various glassware, bottles, limes, and lemons, illuminated by warm lighting, featuring a cocktail glass with a drink and a glass of red wine.
  • People gathered around a table enjoying pizza and cocktails at a social gathering.
  • Group of people enjoying drinks and pizza at a social gathering
  • People playing cards outdoors with drinks on a wooden table.
  • A wooden tray holding a bottle of rye whiskey and six empty glasses on a wooden table.
  • Bartender pouring a drink with a bottle labeled 'Rye & Sons' at a bar.
  • Man wearing glasses, a gray beanie, and a light gray shirt sitting at a bar counter with a cocktail in his hand, in a dimly lit bar with bottles of alcohol on shelves behind him.

The team

Art Direction Alex Bausch
Brand Identity Designer Chris Gabriel
Copywriter Sarah Stodola
Photographer Nora Varcho

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