Guacho is a contemporary wine project rooted in the hinterlands of José Ignacio, Uruguay, a landscape shaped by untamed grasslands, and generations deeply connected to the land they inhabit. The name plays on gaucho culture, reinterpreting the figure of the South American horseman through a modern lens: independent, grounded, instinctive.

Produced within one of Uruguay’s most quietly evolving wine regions, Guacho reflects a new generation of winemaking emerging from the country’s rural identity. Inspired by the changing expression of Tannat and the atmosphere surrounding Uruguay’s hinterland, the project embraces a slower, more intuitive relationship to terroir, one shaped as much by people and memory as by soil and climate.

The visual identity draws from this tension between heritage and contemporaneity. Earth-toned palettes, a bold sans-serif font, and tactile materials evoke the warmth of sunburnt terrain, saddle leather and hand-worked craft. The project aims to capture a sense of belonging: people tied to their environment through labor, memory, and ritual.

More than a wine brand, Guacho is an exploration of roots, of rural South American culture distilled into a refined, modern object.