People make it happen

Designing for a better world.

Curiosity has always been the driving force behind the industrial- and digital product design at Design-People. Ever since 2005, we have been asking the questions that take our clients’ businesses to the next level. We prioritize understanding the needs, motivations, and barriers for each user in order to find out where the meaningful value lies for the business.

We know design isn’t just about making a product easy on the eyes. Our goal is to simplify and improve product experiences by applying a strategic design thinking approach to our work. In the end, we believe this leads to better solutions for people and for the planet.

New design of agricultural mower family, pushes sales to new hights

Client:
Kverneland
Services:
Industrial Product Design
Sector:
Agriculture
New design of agricultural mower family, pushes sales to new hights

Kverneland, a world renowned producer of agricultural equipment with outstanding performance and longevity, established a collaboration with Design-People in 2021. Kverneland have a range of front plain mowers that needed a design renewal, to make them look more modern & state of the art.

Henrik Mathiassen
CEO, Founder
New design of agricultural mower family, pushes sales to new hights
New design of agricultural mower family, pushes sales to new hights
New design of agricultural mower family, pushes sales to new hights
Setting a new standard

Kverneland wished to set a standard for their range of front plain mowers. A modern style that fullfils user requirements, to set their products apart from competitors. The task for Design-People was to define a new "look & feel" of the design family, addressing the challenges and innovation potentials with the existing models. 



Beside covering the Kverneland brand, another 2 sub brands had to be taken into consideration. Only a few technical differences, set the individual products apart. The big difference is colors. Colors are an important part of branding on agricultural machinery, as from a distance, this is what you see in the field.

New design of agricultural mower family, pushes sales to new hights

"The new design was launched at the Agritechnica fair in Hannover in November 2023, and it immediately had a positive impact. Apart from providing significant exposure for our product range and generating sales leads during the fair, sales have already exceeded even our most optimistic volume projections. This has already proven to be a very good business case for us."

Per Sørensen, Product Director, Mowers and Bale Choppers - Kverneland Group Kerteminde AS
Kverneland, a world renowned producer of agricultural equipment with outstanding performance and longevity, established a collaboration with Design-People in 2021. Kverneland have a range of front plain mowers that needed a design renewal, to make them look more modern & state of the art.
A Co-ideational design process

In the design process, Design-People covered numerous design directions to explore potentials and aligning with the Kverneland team in a co-ideation process. The prefered design direction was optimized and refined, while coordinated with Kverneland engineering, in order to make details smart and the design production friendly.

The new front plain design provides a highly flexible solution, suited to a wide range of applications. Applying new design features making simple daily routines, easier and faster for the operator.

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