Intercept Wines

An NFL Legend's New Passion

Core Truth™ Brand Strategy • Brand Architecture • Naming and Identity • Packaging • Social Strategy • Video • Launch Strategy

Legendary NFL star Charles Woodson teamed up with Kindred client O’Neill Vintners & Distillers to create a new wine brand that celebrated his love of well-crafted wine.

To discover the brand’s Core Truths, we dug deep to uncover Charles’ true motivations: his passion for winemaking and his connection to the lion as a symbol of his powerful, dynamic leadership.

With the creation of Intercept, we created an honest and authentic brand story that resonates with a diverse audience.

The brand identity differentiates the wine at retail, with a premium positioning that appeals to both Charles’ fans and non-football fans alike.

The brand has eclipsed its football roots, with volume more than doubling year-over-year since the 2019 launch. The line moved to national distribution less than a year after launch, a considerable achievement for a new wine brand. 
"Kindred’s strength is blending thoughtful strategy with powerful creative results in a compelling customer experience and tangible business results. Their collaborative style and ability to think outside the box makes them a smart, creative and fun partner for any marketing team. "
Board Member  O’Neill Vintners and Distillers 

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