CLOSE
Brand Archetype
Hero
+
Everyman
Brand Archetype
Hero
The Hero brand archetype symbolizes strength, determination, ambition, and the drive to achieve great results, inspiringothers. Brands with the Hero archetype focus on challenges, overcoming obstacles, and setting new standards, encouraging their customers to become the best versions of themselves.
The Hero archetype appeals to people who strive for high goals, seek new challenges, overcome obstacles, and want to transform their lives for the better. These can be athletes, ambitious individuals, or those aiming for personal growth.
Everyman
The Everyman brand archetype represents simplicity, authenticity, and closeness to the consumer. Brands with this archetype strive to be relatable, accessible, and understandable to awide audience, emphasizing shared values and building trustful relationships.
Such brands use straightforward and simple language, avoiding pomp and complex terms. They emphasize common values, create a welcoming atmosphere, and aim to be as close to their audience as possible. Using the Everyman archetype helps brands establish strong emotional connections with consumers, build trust, and ensure customer loyalty.
rational
AN ENERGY DRINK MADE FROM HIGH-QUALITY INGREDIENTS AND A POWERFUL VITAMIN COMPLEX (С, В₃, В₅, В₉); ACTS QUICKLY, EFFECTIVELY, AND — WHEN CONSUMED RESPONSIBLY — WITHOUT HARM TO HEALTH.
EMOTIONAL
A MULTIPLIER OF POSSIBILITIES; FRESHNESS AND NOVELTY OF FEELINGS; CLARITY OF MIND; ENERGY, DRIVE, VITALITY, AND TONE; POSITIVE OUTLOOK ON LIFE; PROGRESSIVENESS.
Brand Mission
NONSTOP™ EXISTS TO ...
... remain an energy boost (not just for eSports, military personnel, and athletes), but also for many situations where people need a quick recharge.
INSIGHT #1
Modern society values individuality, and I strive to be unique, expressing myself through appearance, lifestyle, hobbies, and thoughts. This drives creativity and self-realization. And yes, this requires energy.
INSIGHT #2
The world around us is constantly changing. Life's pace is accelerating, and it’s important for me to stay in great shape and good spirits. I actively participate in life rather than just observe it.
INSIGHT #3
In any situation where I need a surge of new strength, I want to receive extra energy quickly, effectively, and ideally without harming my health. This is important to me as I increasngly think about the quality of what I eat or drink.
What is the brand's role
in my daily life?
01
NonStop™ helps me stay alert and energetic for a long time and in any situation throughout the day! NonStop™ boosts physical endurance, mental focus, reduces fatigue, and improves emotional well-being!
02
NonStop™ is particularly useful during physical and mental activities like studying, working, engaging in active leisure, partying, or during long drives, as it quickly provides a noticeable surge of strength and energy.
Brand vision
NON STOP™ → A CONSTANT SOURCE OF ENERGY
brand manifesto
The world keeps moving, and we ensure it never stops. We are your source of energy in a can. NonStop™ is always there when you need to recharge!
What does NonStop™
aim to become?
01
To expand perceptions of NonStop™. To grow alongside our audience. This is an energy boost not only for eSports or military personnel but also for many other everyday and unique situations when people need to recharge!
02
To become even more flexible. To experiment with formats and forms while staying true to its philosophy and values.
Brand Values
Long Lasting
Energy
Vigor and
endurance
Modernity
Focus and
emotional
uplift
Speed and
results-oriented
mindset
Positivity and
a great sense
of humor
NonStop™ —
The Perpetual Motion Machine
The world keeps moving, and we ensure it never stops. We are your source of energy in a can. NonStop™ is always there when you need to recharge! Our audience is widely segmented, with diverse interests, ages, lifestyles, and energy drink consumption scenarios.
Target Audience
The primary communication territory is "urban" — everything connected with the modern urban environment, contemporary city dwellers, and new urban trends (e.g., clean energy sources like electric cars, solar panels).
PRIMARY
AUDIENCE
City residents aged 18–35,
both men and women (60/40).
They lead active lifestyles, including: students; young people starting their careers and family lives; militars; gamers.
SECONDARY
AUDIENCE
City residents aged 25–35,
both men and women (30/70).
These are professionals and managers; Open-minded, positive, and ambitious people striving to "achieve it all" (to achieve a harmonious balance between family and career); They aim to balance a fast-paced lifestyle with a relatively healthy way of living.
Trends
Gaming is another significant brand territory, that is an integral part of young urbanites’ lives.
Brand Idea
insight #1
WE HAVE AN INEXHAUSTIBLE RESERVE OF ENERGY, READY TO SHARE AND TRANSFORM INTO AMAZING THINGS.
insight #2
THE WORLD KEEPS MOVING, WE ENSURE IT NEVER STOPS. WE ARE YOUR SOURCE OF ENERGY IN A CAN, ALWAYS THERE WHEN YOU NEED TO RECHARGE.
BIG IDEA NONSTOP™
The Perpetual Motion Machine. The Uninterrupted Source of Energy.
BRAND STORY
WE ARE ENERGY. WE ARE RHYTHM.
WE ARE DYNAMICS.
WE ARE COURAGE, AMBITION, AND STRENGTH.
WE ARE MILES CONQUERED AND DREAMS REALIZED.
WE ARE POSSIBILITIES THAT SEEMED IMPOSSIBLE YESTERDAY.
WE ARE DAILY VICTORIES.
WE ARE PERSISTENCE AND MOTIVATION.
WE ARE THAT INSTANT BETWEEN IDEA AND ACTION.
WE ARE THE STORY SECONDS BEFORE IT BECOMES LEGENDARY.
WE ARE TODAY. WE ARE TOMORROW.
WE ARE ENERGY IN A CAN THAT MOVES AND FUELS THIS WORLD.
NEW TRENDS EMERGE — THAT’S US.
OUT-OF-THE-BOX IDEAS — THAT’S ALSO US.
A NEW FLAVOR — THAT’S US. SMILING — THAT’S ABOUT US.
RECHARGING — ABSOLUTELY US.
WINNING A GAME — WE CAN DO THAT.
SUCCEEDING AT WORK OR STUDIES — EASY.
CONQUERING NEW HEIGHTS — THAT’S WHO WE ARE.
WE PROVIDE THE ENERGY TO LEARN, HELP.
CREATE, EXPERIMENT, ACHIEVE.
ACHIEVE, WIN, AND TAKE RISKS.
WE GIVE THE ENERGY TO LIVE.
HERE AND NOW.
Tone of Voice
Tone of Voice NonStop™
is Casual
PERMISSION TO JOKE,
ESPECIALLY ABOUT YOURSELF;
INFORMAL LANGUAGE,
INCLUDING SLANG EXPRESSIONS;
EVERY RESPONSE FEELS NATURAL, NEVER SCRIPTED, OFTEN INCORPORATING HUMOR OR REFERENCES TO CURRENT EVENTS.
nonstop™
tone of voice
Balanced and moderate in tone. Neutral vocabulary with a dash of humor, avoiding unnecessary provocations, while maintaining a strong, recognizable brand personality.
Brand Wheel
Hover over a ring on the brand wheel. The corresponding information will appear below.
Brand attributes
An energy drink that serves as a constantsource of energy. It invigorates and energizes for the entire day, featuring a powerful complex of vitamins with exceptional functional benefits.
Advantages of the brand
Daytime and nighttime consumption – suitable for any situation requiring a boost of vitality and energy. The brand allows you to quickly and deliciously recharge for the whole day. A distinctive feature of the brand is its excellent functional properties, a variety of flavors, and convenient packaging formats (0.75L PET).
Brand Values
/01 sustained energy
/02 vigor and endurance
/03 speed and focus on results
/04 concentration and improved emotional state
/05 positivity and a great sense of humor
/06 modernity
Brand Identity
The world around us is constantly changing. The pace of life is accelerating, making it essential for me to stay in excellent shape and great tone. I actively participate in life rather than merely observing it. In any situation where I need an influx of new energy, I want to get it quickly, effectively, and as healthily as possible. This matters to me because I increasingly think about the quality of what I eat or drink.
Brand core
A continuous source of energy.
The ring
The description
brand manifesto
The world keeps moving, and we ensure it never stops. we are your source of energy in a can. nonstop™ is always with you — whenever you need to recharge!
Brand Message
NONSTOP™ IS CREATED FOR THOSE WHO FEEL THE PULSE OF THEIR CITY, LIVE ITS RHYTHM, AND DRAW INSPIRATION FROM EVERY CORNER OF IT. IT’S A DRINK FOR ACTIVE PEOPLE WHO DON’T BACK DOWN FROM CHALLENGES, WHO VALUE EVERY MOMENT, AND ALWAYS MOVE FORWARD.
WORDS
OF INSPIRATION
The city never stops. It breathes, lives, and moves to its unique rhythm — from the first rays of the morning sun to the vibrant neon lights igniting the night. NonStop™ is not just a drink; it’s the energy that embodies the dynamics of your city. It supports you in all aspects of life — from morning tasks to nighttime adventures—remaining a source of uninterrupted energy, always by your side. NonStop™ is the energy that drives the city. It’s your rhythm, your strength, and your inspiration. Live life to the fullestwith NonStop™!
06:00 am
The day begins with movement: the alarm clock rings, people rush, brisk steps head toward the office or university. NonStop™ charges you with energy, helping you tackle tasks, reach new heights, and remain productive.
01:00 PM
Tasks don’t stop. NonStop™ becomes your constant companion. Work, studying, sports, or a quick break between errands — it keeps up with your rhythm and fuels you to keep going without pauses.
07:45 PM
NonStop™ helps you keep moving: the gym, meeting friends, an evening walk, or brainstorming new ideas. Its continuous energy allows you to stay at the center of events, energized and active.
02:00 am
At night, when life becomes more vibrant and dynamic, NonStop™ becomes the drive for nighttime adventures. It’s the energy that lets you enjoy every moment, even when the day is over
A 20-year journey
to success
NonStop™ is a Ukrainian non-alcoholic energy drink introduced to the market in 2005 by the New Products Group. It quickly won over consumers with its unique formula — combining elevated levels of caffeine and taurine with a potent vitamin complex (C, B5, B6, B9, PP) — to enhance physical endurance, mental focus, and emotional well-being.
In 2011, NonStop™ broadened its range by launching a 0.75 L PET-bottle format and unveiling NonStop™ Shot. Over the years, the brand has continually refreshed its lineup, offering diverse flavors and packaging formats, including NonStop™ Original, Jungle, Boost, and Ultra.
Evolution of the NonStop™ Brand
2005 — 2025
In 2023, on the eve of the long-awaited release of the computer game S.T.A.L.K.E.R. 2: The Heart of Chornobyl, NonStop™ teamed up with the game’s developers to launch a limited-edition watermelon-flavored drink. The launch event in Kyiv saw over 4,000 cans sold on day one. NonStop™ Original will also appear within the game’s virtual world, powering characters and boosting their endurance.
The NonStop™ brand actively supports innovative events and sporting activities, fostering an active lifestyle among young people. Through continuous product development and active participation in cultural initiatives, NonStop™ remains one of Ukraine’s leading energy drinks.
The world keeps moving, and we make sure it never stops. We are your source of energy in a can. NonStop™ is always by your side when you need a recharge! Our audience is broadly segmented, with varied interests, ages, lifestyles, and energy-drink consumption contexts.