AVR Puma 
5th generation potato harvesting machine

Climate change, increased land devoted to potato cultivation and growing demand for high performance mean that farmers need stronger, more efficient machinery, which is exactly what inspired AVR to develop the fifth generation of the legendary PUMA potato harvester. Together, we have designed the ultimate version, which looks stronger, faster and lighter, and reflects AVR’s new, solid design DNA.

 

“An ultimate new design DNA that represents the AVR core values, ready to take on the challenges of today and tomorrow.”

Established design DNA

A strong design DNA goes far beyond the use of a specific color or styling detail. It defines the unique character and identity of a product, making it instantly recognizable and allowing a brand like AVR to clearly distinguish itself from its competitors. By providing a consistent set of design principles, this design DNA serves as a framework for developing a coherent and recognizable product portfolio, strengthening brand recognition and long-term value across all self- and non-self propelled equipment.

Constraints Drive Creativity

When not everything is possible, designers are forced to make choises. A limited budget, a specific material or a production technique are not obstacles, but guiding constraints.

Sheet metal provides robustness without adding unnecessary weight, making it ideal for this context, while imposing formal limitations. By carefully bending and cutting the material, we explored ways to create a visually stringer and at the same time lighter design. Although the machine is physically massive, thoughtful design allows it to appear lean and refined.

Future ready

Speed, agility, power, and a lightweight construction form the core principles of the design. Every detail, from the frame and body panels to the light unit and vent opeings, is carefully designed around these values, resulting in a strong design update that can last for many years to come.

 

For comparison, an image of the Puma 4.0 and the new PUMA 5th generation.

Details make the design

The legendary designer Charles Eames said, “The details are not the details; they make the design.” This means that tiny elements such as colour, texture, proportions and finishes are crucial, not minor. They define the overall experience, functionality and character of a product, turning a good design into a great, harmonious one. This philosophy emphasises intentionality, showing that small choices build the entire story and feeling of a design.

This philosophy was at the forefront of the entire PUMA design process, reflected in the new AVR design DNA in every little detail and design choice that was made along the way.

The puma head

A machine that embodies speed, agility, power, and efficiency requires visual elements that reinforce these qualities. The Puma’s gaze is both powerful and deliberate, projecting strength with control. The monochrome color scheme introduces a sense of calm and focus, while the serif typeface, reminiscent of motorsport typography, captures the feeling of speed and performance.

 

 

 

Devos & Lemmens

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