Rye & Sons is a brand of straight rye whiskey from celebrated sommelier and restaurateur, André Hueston Mack. Part of the strategy for Rye & Sons was to do things differently. The branding respects the past heritage of whiskey, but contrasts it with playful doodles and a whimsical sense of youthfulness, giving a stale industry some new life. We wanted to stand out from the traditional whiskey packaging aesthetic, and to be playful with it. After all, drinking is meant to be fun.