STICKY & POOR WHISKEY

Logo & identity
Collateral
Packaging

There are two key elements to S&P's story that influenced its branding: the origin of its name and the origin of the company itself. The name Sticky & Poor is a play on Stickney & Poor's: an early 1900s paregoric, used to treat mild ailments in children and adults, which consisted of a mixture of opium and 46% alcohol. Hence S&P's slogan, "For what ails you." S&P itself, however, can be traced back to the Prohibition Era when it was more of a backwoods operation than a company. Grandpa Cletus, aka "Sticky", ran a moonshining operation out of the family's Kentucky home for nearly ten years. Generations later, Mike and Eric (Cletus's grandsons and S&P's two founders) have carried on his legacy. Their brand is a tribute to Cletus and his illicit, high-proof spirits.