This one never gets old. When logistics were still labour-intensive and costly, handling bottles from production to shelf was a major challenge. To change that, we developed an innovative tray system inspired by egg cartons that eliminates the need for individual handling of the bottles. Made with less material than traditional crates, it cuts costs, reduces waste, and set a new industry standard for efficient and sustainable bottle transport for years.
Client
Albert Heijn + Coca-Cola
Context
Labour-intensive bottle handling
When FLEX/design got involved in this project, the main cause was an internal calculation made by Albert Heijn. It showed that the labour costs for distributing fast-moving products like Coca-Cola were estimated at EUR 18 million annually (adjusted for 1995 values). The goal was to significantly reduce these costs across the distribution chain.
From linear systems to circular systems
Retail supply chains have used circular solutions like pool systems and plastic crates for years, including for Coca-Cola bottles. To stay competitive with cheaper, linear options, these systems needed a redesign to remain cost-efficient.
Concept
Inspired by egg packaging
Various concepts were explored, including a steel-plastic dolly and a stackable display crate. Coca-Cola initially requested a solution that fully supported the bottles like existing crates, but this approach was re-framed. The team got inspired by industrial egg-trays, where the eggs carry each other.
Stability with minimal geometry
Accelerate
Solutions to align all stakeholders
By bringing stakeholders together early and creating prototypes, we foster powerful alignment and clarity in the project. This collaborative approach enabled quick reflection, creating the right conditions to re-frame the project and effectively solve the problem.
Other work
towards local production
