ABOUT

Vending machines have always been convenient, but never like this. WHATTHECUP! is a one-square-meter robotic marvel, fusing the technology of Taobin Thailand with the power of PepsiCo brands to craft over 300 drinks at the push of a button. Soda? Check. Barista-level coffee? Of course. A protein or milk shake with a side of innovation? You got it. Our teams in AMESA and ASIA bottled up all that magic into a can’t-miss WHATTHECUP! identity.

300+ drinks available in just one square meter. Endless “WHAT?!” moments. WHATTHECUP! Offers more than convenience—it’s about wonder. We wanted to build a brand that captured the inventive tech, the joy of discovery, and the thrill of choice. Our memorable name makes you do a double take and the dynamic visual identity keeps you coming back for more. WHATTHECUP! is playful, radical, and built to shake up everything you think you know about vending.
From the exclamation mark that doubles as a cup to the Pepsi electric blue, every inch of WHATTHECUP! is designed to turn heads. The clean, high-contrast two-color system makes the brand instantly recognizable, setting it apart from traditional vending. The power of motion design takes the brand experience to the next level. We developed fluid animations that morph between drinks, showcasing the nearly endless variety. From product design to visual identity, WHATTHECUP! is simple, bold, and impossible to ignore.
WHATTHECUP! debuted with prototype machines in Singapore and Dubai, wowing people, sparking curiosity, and maybe leaving them even a little confused—in the best way. The buzz is real, the business model tested, and the brand is set to go global in 2025.
Expressive and endlessly innovative, WHATTHECUP! is rewriting the rules of refreshment with our beloved PepsiCo brands.