From vision
To farming
Redefining
agriculture
CROPR makes the use of pesticides in agriculture unnecessary. CROPR is an absolute pioneer in the field of autonomous, automated and precise weed control. Driven by a clear ambition, CROPR develops technology that makes agriculture more efficient and sustainable. With the Laser-Weedr, smart technology, AI recognition and precision farming come together. The Laser-Weedr recognises and destroys weeds using lasers, completely without the use of chemical pesticides.
A key challenge in the design of the new Laser-Weedr was to create a powerful and future-oriented platform that aligns with CROPR's identity. At the same time, the design makes the quality, precision and innovative operation of the Laser-Weedr visible. It offers an alternative to conventional weed control using agricultural pesticides.
Shaping value into design
For CROPR, we designed the Laser-Weedr as a recognisable and cohesive product in which technology and functionality visibly come together. The challenge was to give the advanced technology an enclosure that is not only practical, but also reflects the quality of the product.
We deliberately sought a clear design language with strong lines and a calm, precise appearance. The different components of the machine were designed as one cohesive whole, with details contributing to both functionality and CROPR's recognisability. The result is a Laser-Weedr that reflects the technology inside: precise, autonomous and high-tech.
Platform
meets design
The platform and component architecture form the basis for realising the design. This platform has its own drive system and can be adjusted in track width, allowing the Laser-Weedr to be used for a wide range of applications and crops. The structure and enclosure are designed as one cohesive whole, using a combination of metal and polyester covers.
Although the Laser-Weedr operates largely autonomously, interaction with the user remains an important consideration. Therefore, controls and accessibility are carefully integrated into the design. This results in a functional and cohesive design in which technology, ease of use and appearance reinforce one another.
Integrated
engineering
Accessibility is also an important consideration for maintenance and servicing. Technical components must be easily accessible without compromising the machine's clean and high-quality appearance.
We therefore fully engineered the enclosure, including the complete TPD package. Gas springs, hinges, handles and closures are integrated into the design, along with the assembly and mounting of the metal and polyester panels. The ultrasonic sensors around the machine are integrated into the enclosure, taking into account both their functionality and appearance. The same applies to the lighting, which is subtly incorporated into the design and contributes to the machine's recognisability.
Building Brand identity
From the start, we have worked closely with CROPR to develop a recognisable and distinctive brand identity. In addition to the product design, we developed a complete brand identity, including a custom colour palette, logo and a specific logo for the product, the Laser-Weedr. Together, these elements form a visual identity that emphasises CROPR's innovative technology and quality.
The brand identity and product design have been aligned from the beginning. This creates a consistent, recognisable appearance in which the brand and product reinforce each other, making CROPR's quality visible both visually and functionally.
from concept to production
Within seven months, we went from kick-off to assembling the first Laser-Weedr machines in the assembly hall. Together with the CROPR team, we produced the first machines, evaluated the results and implemented improvements where needed. By continuously aligning design, engineering and execution, we were able to iterate quickly and refine the design step by step.