World-renowned DJ Nic Fanciulli approached us to create a new drinks brand from scratch. With limited resources and intense competition, we needed to find an opportunity where a challenger brand could genuinely stand out.

Rather than compete with giants like Red Bull and Monster, our strategy identified a bigger opportunity in the growing no and low alcohol drinks market.

We created Soba Circus, positioning it around the belief that “rules are meant to be broken.” Defiant developed the business strategy, brand positioning, name, brand identity and communications, creating a rebellious alternative to the conventions of the alcohol category.

Launched in 2026