Today, most dairy business is centralized, where dairy is picked up and pasteurized, mixed, and packaged on a large scale—adding extra steps in terms of time, money, and transport. Partnering with Lely, FLEX/design created an innovative system that empowers farmers to produce and package milk locally on a small scale. This breakthrough not only boosts product margins and drives local sales but also significantly enhances the sustainability of the entire product category.
Client
Lely
Context
Skipping the factory to benefit farmer and consumer
Farmers initially formed milk cooperations and centralized processing to achieve economy of scale. But in the current system they are facing a lot of price pressure. Lely initiated a technical innovation that brings a radical change in the logistic chain: an on-farm mini dairy factory. Fresh milk, supplied directly from the farmer to the supermarket. Our challenge: design this system so it provides the highest value to farmers and consumers.
Empowering the farmers
Typically, milk from farmers around the country is transported to a central factory where it is mixed together, processed and packed. Producing locally reduces the environmental impact associated with transportation. It supports farmers by offering them better margins. And consumers benefit from fresher produce.
Insights
Transforming technology into meaningful value
We collaborated with Lely to design the Orbiter and packaging using small-scale technology. The flexible system allows farmers to create their own brand. We fit all functions into two transportable containers, ensuring an ergonomic workspace that fosters pride and professionalism.
Concept
Authentic platform for hyperlocal brands
We defined the format, developed the brand name, and designed the bottles and labels for “Mijn Melk.” In collaboration with Danny Klein, we created the branding and unique artworks for three farms. The result is a cost-effective system optimized for on-farm filling and labeling, conveying pure, honest, and fresh milk directly from the source.
The good-old milk bottle reinvented
Accelerate
Make ideas tangible early: prototype the experience
At every step in the process we quickly visualised our vision to get precious feedback. We used short design iterations and in-house bottle manufacturing in our workshop. This allowed us to quickly present concepts to stakeholders, ensuring an efficient process.
Other work
Towards smart farming
