The Situation —

Rare Character had built its name on collectible, series whiskeys meant to be hunted and displayed—but founder Pablo Moix saw a gap: Bartenders didn’t want to use the nice whiskey for cocktails, and the lower quality whiskey didn’t make for high quality cocktails.

A James Beard Award–nominated mixologist with decades behind some of America’s best bars, Pablo understands more than most that great cocktails deserve great whiskey. He created a Kentucky Straight Rye, crafted specifically for classic cocktails, blended to complement ingredients like vermouth and bitters. As a blend, Hurst Knoll is unlike other Rare Character products; more widely available and quickly becoming the go-to rye for the very best bartenders.

The Solution —

Rather than chase rarity, we built Hurst Knoll around intention—a label that looks and feels like a true, honest, classic Kentucky rye.

Hurst Knoll was made for movement behind the bar; for ice in a shaker, for citrus oils expressed over the top. The identity reflects that purpose: structured typography, balanced composition, and subtle nods to pre-Prohibition cocktail culture without drifting too far into nostalgia.

On the back bar, it holds its own, and strong foil finishes catch the light. The balance feels deliberate, and the presence is unmistakable—but never loud. Every detail supports the mission: Hurst Knoll isn’t trying to be rare, it’s made to be reached for.