World renowned DJ Nicholas Fanciulli came to us to help build a new no/lo drinks brand. Yet with limit resource, and immense competition, we knew we needed to build something radically different. 

We positioned the brand as ‘We believe rules are meant to be broken’ and named it ‘Soba Circus’. This approach sees us enter the NO/LO with a bolder, more rebellious spirit and calling out the bullsh*t rules of big alcohol. A breath of fresh of air in a category which too often plays it safe. We helped them with business strategy, product positioning, naming, brand identity and comms. The new product launches in Q1 2026. 

Launched in 2026