Defiant helped with product positioning, brand identity, package design & naming
Nic Fanciulli, the internationally renowned DJ, producer and label owner, has launched Soba Circus, a bold new no/lo drinks brand created in partnership with Defiant. Drawing on Nic’s deep roots in global music culture, the brand was built to challenge the tired conventions of the no/lo category and bring a stronger point of view to modern drinking.
While most no/lo brands play it safe, quiet, recessive and often apologetic, Soba Circus does the opposite. It openly calls out the outdated rules of Big Alcohol, rejecting the idea that you need booze to connect, celebrate or have a great night. Instead, it champions freedom, choice and real connection, on your own terms.
Defiant led the brand positioning, go-to-market strategy, visual identity and package design, creating a confident, disruptive presence designed to stand out both on shelf and in culture. Following its recent launch, Soba Circus will roll out across Europe throughout the summer festival season, embedding itself where music, nightlife and modern socialising meet.
Nic Fanciulli, founder of Soba Circus, commented: “We didn’t set out to make another no/lo drink. We set out to challenge the rules. Soba Circus delivers real flavour, a bottle with presence, and an attitude that refuses to apologise. For too long, Big Alcohol told us that booze was essetenial for connection and great nights out. We’re calling bullshit and offering something far better. A drink that gives people the freedom to choose their own way.”
Will Poskett, founder of Defiant, commented: “People are beginning to call into question the rules of Big Alcohol. Soba Circus is built for a new generation that wants connection without the comedown. It’s not here to play nice in the no/lo space. It’s here to shake up the category head on. It is the perfect no/lo drink for those with a rule breaking spirit. A drink they can enjoy soba, as a mixer or on a messy night out”
Source: Defiant
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