MZ Liberec Case Study: Redesign as a Catalyst for Growth

SUMMARY

MZ Liberec, a traditional Czech manufacturer of medical gas distribution systems, decided to radically transform the design of its portfolio to increase competitiveness in international markets. The company approached Divan Design, a studio specializing in industrial design for healthcare. The result was a comprehensive transformation of product design and brand visual identity – with a direct impact on new business opportunities in the UK, Scandinavia, India, and other regions.

INITIAL SITUATION

MZ Liberec operates in the highly competitive market of hospital equipment, where professional design is now expected alongside high technical standards. By 2022, it had become clear that the original appearance of the products and the company’s visual presentation did not match its ambitions and were limiting its ability to succeed abroad – especially in Western European markets, which had become a new export priority.

“We had a technologically advanced product, but we lacked visual credibility. The outdated design was an obstacle to growth,” explains Jan Šeberka, Project Manager at MZ Liberec.
The company had no real corporate identity, using only an old logo from the turn of the century.

GOAL

To transform the MZ Liberec brand into a modern, confident, and internationally competitive company through product redesign, unification of design language, and creation of a contemporary visual identity.

COLLABORATION PROCESS

The project started with an in-depth analysis of competitors in the segments of wall-mounted units, ceiling pendants, passive arms, and other components. Designers from Divan Design focused on European and global leaders in medical equipment, such as Dräger, Getinge, Mindray, Ondal, and Tedisel Medical.

They studied these product portfolios in detail, looking at ergonomics and solution variability, integration into hospital environments, quality of execution, use of materials, and above all, design language and visual consistency.

This was followed by designing new shapes and forms that reflected not only aesthetics but also ergonomics and practical use in demanding hospital environments. The Divan Design team worked closely with the client’s development department to ensure the new designs could be implemented in production.

“It wasn’t just about looks. Together, we explored solutions even at the level of new structural designs for product parts. In this case, design was also an engineering discipline,” adds Ivan Dlabač, Chief Designer at Divan Design.

Designer Tom Šindelář from Divan Design describes the outcome of the cooperation:

• We succeeded in connecting shapes and details across all products.
• The design focuses on simplicity and hidden smart solutions, such as concealed ventilation openings in the side panels.
• The new modular design of wall panels creates an entirely new segment in the field of medical gas distribution systems.
• The wall-mounted unit, primarily intended for patient rooms, is distinctive for its design, flexibility, and modularity.
• Possibility to customize products to fit existing hospital interiors.
• Naturally, we focused on easy-to-clean surfaces, aided by antibacterial coating, minimal joints, and compact forms.
• Some elements are used across multiple products, improving manufacturing efficiency. Smart structural solutions also simplify installation and servicing.

RESULTS

• Complete redesign of the product portfolio: wall-mounted units, ceiling pendants, passive arms, panels, and shelves now share a new, unified, timeless look.
• New brand visual identity: redesigned logo, corporate materials, and website.
• Reduced production costs thanks to more efficient technologies and construction principles.
• Business impact: demand for ceiling pendants increased by hundreds of percent.
• Entry into new markets with significant business potential:
  • United Kingdom – new inquiries
  • Scandinavia – new business partner and first deliveries
  • India – new partner and first deliveries

MARKET FEEDBACK

“Wow, your design looks like Apple,” commented one client at an international trade fair.

The redesign opened doors for MZ Liberec to markets that were previously hard to access. It also significantly boosted internal confidence and pride. The design transformation thus proved to be not only an aesthetic decision but a strategic one.

FUTURE

The collaboration between Divan Design and MZ Liberec continues. The goal is to gradually unify the design language across the entire product portfolio and build a strong brand whose products are instantly recognizable – even without a logo.

“We see design as a bridge between technological know-how and customer trust. Together, we’ve built a solid foundation for it,” concludes Marek Matěják, Director of MZ Liberec.

Presentation of the case study from the Design for Business 2025 conference – download available at the bottom of the page / CzechTrade

Article about the case study in Marketing & Media