Building a recognisable brand is essential for businesses, including those operating within the fiercely competitive agricultural industry. For over two decades, FLEX/design has maintained a successful partnership with Lely, a leading manufacturer of autonomous robots and machinery for the dairy sector. During this enduring collaboration, we introduced the ‘Red Rules,’ a design guideline aimed at ensuring consistent brand representation across a diverse array of products in their extensive portfolio.
Through close collaboration with various stakeholders, we have created a ‘building block system’ that provides Lely with a step-by-step guideline to ensure Lely products are easily recognisable from a distance and combine functionality, and aesthetics. By adhering to these guidelines, Lely’s product portfolio has a solid and consistent appearance across several market segments. Recently, we updated the Red Rules guidelines to reflect Lely’s commitment to create a fully autonomous dairy farm where interaction between a robot and the environment becomes more and more important.
The new Red Rules feature a professional but approachable styling, that reflect a respect for its surrounding environment. The on-going collaboration between FLEX/design and Lely ensures a smooth integration of the Red Rules into their products and innovations, including some recent examples:
The Lely Juno is an autonomous feed pusher designed to streamline and optimize the feeding process on dairy farms. The Lely Juno ensures that feed is evenly distributed for the livestock, promoting healthier and more productive cattle while reducing the manual labor required for feeding operations.
The Lely Sphere is an innovative circular filtration system for cattle livestock houses, effectively reducing ammonia emissions by an average of 70%. An important step in making dairy farms more sustainable.
The Lely Juno is an autonomous feed pusher designed to streamline and optimize the feeding process on dairy farms. The Lely Juno ensures that feed is evenly distributed for the livestock, promoting healthier and more productive cattle while reducing the manual labor required for feeding operations.
The Lely Sphere is an innovative circular filtration system for cattle livestock houses, effectively reducing ammonia emissions by an average of 70%. An important step in making dairy farms more sustainable.
The Lely Orbiter is an automatic on-farm dairy processing system that provides dairy farmers with the opportunity to process their own milk directly on their premises and bring it to the market, streamlining the supply chain by removing intermediaries .
The Lely Orbiter is an automatic on-farm dairy processing system that provides dairy farmers with the opportunity to process their own milk directly on their premises and bring it to the market, streamlining the supply chain by removing intermediaries .
These products are easily recognisable as Lely products and reflect the company’s commitment to innovation, and customer experience.
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