Lojer – naming strategy for healthcare products

In collaboration with Lojer, we designed a naming guideline that establishes a shared and repeatable approach to naming new products and product families. Developed as part of a broader design guidelines project, the naming guideline brings together the Lojer brand, international usability, product portfolio growth and healthcare regulatory requirements into a practical naming process.

Lojer Group is the Nordic region’s largest manufacturer of hospital and care furniture and a major supplier of physiotherapy equipment and accessories. Its extensive product portfolio includes products for operating rooms, hospital and care environments, and physiotherapy. The combination of different product categories, product families, models and technical identifiers established a clear objective for naming: the names must form a consistent whole, work in international markets and adapt to the addition of new products and model variants. A naming architecture was developed as the foundation of the naming guideline, enabling new names to be created without redefining the naming logic for each individual product.

The work was carried out in close collaboration with Lojer through participatory workshops, analysis of the existing product portfolio and competitor benchmarking. We examined naming practices across different industries and explored how the brand characteristics defined in Lojer’s design guidelines could also be conveyed through product names. During the process, alternative naming directions and evaluation criteria were developed, allowing creative ideation to be combined with systematic and well-founded decision-making.

“Working with Seos Design, I particularly value their ability to combine strategic thinking, a broader international market perspective and a practical approach to progress. They bring relevant insight into the operating landscape beyond our own project, helping us evaluate solutions with a long-term perspective and as part of the broader development of the brand and product portfolio. Well-facilitated collaboration and a clear process kept the work focused and moved the project efficiently towards our shared objectives.“

Mari Kotka, Head of Marketing

In the naming guideline, names are evaluated from the perspectives of brand fit, usability, naming architecture, scalability and regulation. The aim is to create names that are clear, memorable and internationally viable, while being recognisably part of Lojer’s product portfolio. The naming logic defined in the guideline allows a core name to be combined with, for example, a product family, model or technical identifier, thereby supporting the use of names as product families grow.

Healthcare products are also subject to industry-specific naming requirements. A name must support the unambiguous identification of the product and must not contain misleading claims about its performance, safety or treatment outcomes. Regulation was therefore taken into account as part of the naming process from the initial development of alternatives, rather than only when reviewing the final name.

SEOS’s work combined strategic design, brand and product portfolio analysis, competitor benchmarking, workshop facilitation, and the development of the naming architecture and final guideline. The result was a practical tool extending beyond a simple list of names, defining how names are created, evaluated and integrated into Lojer’s product portfolio. A shared naming logic makes naming a controlled and repeatable part of product development and helps maintain the consistency of Lojer’s product identity as the portfolio grows.

Year: 2026

www.lojer.com

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