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 \u2013 with a direct impact on new business opportunities in the UK, Scandinavia, India, and other regions.<\/p>\n
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\u2019s visual presentation did not match its ambitions and were limiting its ability to succeed abroad \u2013 especially in Western European markets, which had become a new export priority.<\/p>\n
\u201cWe had a technologically advanced product, but we lacked visual credibility. The outdated design was an obstacle to growth,\u201d explains Jan \u0160eberka, Project Manager at MZ Liberec.
\nThe company had no real corporate identity, using only an old logo from the turn of the century.<\/p>\n
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.<\/p>\n
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 Dr\u00e4ger, Getinge, Mindray, Ondal, and Tedisel Medical.<\/p>\n
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.<\/p>\n
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\u2019s development department to ensure the new designs could be implemented in production.<\/p>\n
\u201cIt wasn\u2019t 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,\u201d adds Ivan Dlaba\u010d, Chief Designer at Divan Design.<\/p>\n
Designer Tom \u0160indel\u00e1\u0159 from Divan Design describes the outcome of the cooperation:<\/p>\n
\u201cWow, your design looks like Apple,\u201d commented one client at an international trade fair.<\/p>\n
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.<\/p>\n
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 \u2013 even without a logo.<\/p>\n
\u201cWe see design as a bridge between technological know-how and customer trust. Together, we\u2019ve built a solid foundation for it,\u201d concludes Marek Mat\u011bj\u00e1k, Director of MZ Liberec.<\/p>\n