Charles Woodson’s Intercept
Greatness Doesn’t Retire. It Refines.
Brand Development, Packaging Design, Brand Architecture, Line Extensions
ROLE: Creative Director, Lead Designer
OUTCOME: Nationwide distribution within its first year, followed by 100%+ year-over-year volume growth
Agency: Kindred Creative Group
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NFL legend Charles Woodson didn’t retire, he changed fields. What began as a personal passion became a premium wine brand designed to stand on its own. The challenge was to create an identity rooted in his athletic legacy while remaining expansive enough to reach a sophisticated, broad-market audience.
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A singular lion mark anchors the identity, expressing the precision, strength, and leadership that defined Woodson’s NFL career. Paired with the name Intercept, the design established a distinctive narrative that resonates beyond the sports world. The visual language bridges founder story and category relevance, creating a brand that feels premium, but accessible.
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In the first few years following its 2019 launch, the brand achieved over 100% year-over-year volume growth. In a notable feat for a new entrant, it secured nationwide distribution within its first year, successfully transitioning from a celebrity-backed concept to a respected category competitor.
The visual language linked founder story and category relevance, extending the brand beyond its athletic roots.
Images courtesy of Intercept Wines
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