"What's behind the name?" is a common question in the tasting room. Simply put, we chose Dauntless Wine Cømpany because the adjective means fearlessness and determination. Aside from describing service-members and Veterans, this name fits our mission and who we are individually – we are dauntless in our endeavor.
The wordmark features a distinct bow that represents our "bend don't break" mentality.
The stylized "ø" has a variety of definitions, but for us it means that the company is interlocked in its mission to help Veterans. This is influenced by our previous experiences in machine manufacturing using systems that interlock.
We commemorate every label to military history; whether that be a pivotal battle, campaign, or piece of technology that changed the world - we tell a story with every label and honor the past so it is not forgotten. We use striking images from the public domain, many of them taken by military photographers on the front lines. Our Pacific Theater label is just one example from our line up; which can be viewed here.