FLEX/design - Work - Lely Mijn Melk & Lely Orbiter

Work

Mijn Melk

Empowering farmers to market local milk

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

Services

Value proposition design

Brand and portfolio strategy

In-house prototyping

Awards

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.

Transition

Towards local production

Transition

Towards local production

Transition

Towards local production

Transition

Towards local production

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

The iconic design references the good-old glass milk bottle. Aluminum cap for ‘premium’ feel. Beautifully embossed transparent PET bottle. Floating, artisanal neck label. And a freshness seal with precise filling data.

The iconic design references the good-old glass milk bottle. Aluminum cap for ‘premium’ feel. Beautifully embossed transparent PET bottle. Floating, artisanal neck label. And a freshness seal with precise filling data.

The iconic design references the good-old glass milk bottle. Aluminum cap for ‘premium’ feel. Beautifully embossed transparent PET bottle. Floating, artisanal neck label. And a freshness seal with precise filling data.

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.