A new generation isn’t inheriting tradition — they’re rewriting it. Chosen family over bloodlines. Shared tables over last names. To meet that shift, Buchanan’s launched Gather Around—a global platform co-created with Grammy-winner and YouTube’s #1 musician Bizarrap and his inner circle.

From “tío’s drink” to the bottle that completes the circle, the brand was reborn through distinctive codes and a radical welcome. The new brand world reimagined a Latino classic through a new lens, then scaled across OOH, social, bottle design, events, and more.

Agency: Rise Global Creative
Chief Creative Officer: Flavio Vidigal
Design Director / 3D Artist: Rafael do Nascimento Fernandes
Creative Director (Studio): Andre Holzmeister
Designer: Caroline Yamamoto