35 years of secrets

MJID is Novo Nordisk’s trusted partner in concept development and product design

We are Novo Nordisk’s trusted partner in concept development and product design. This unique collaboration has taught us how to maneuver in a complex, strategic and inspiring medico-technical business area. We feel lucky to work under the moto: “Only the best is good enough”.


Novo Nordisk


  • Medical


  • Design Strategy
  • Industrial Design
  • Innovation Facilitation
  • Mechanical Design Support
  • Packaging
  • Product Vision
  • Prototyping/Models
  • Styling
  • UX

Novo Nordisk (NN) is one of the leading manufacturers of insulin, growth hormone, and drugs for haemostasis on the global market. To offer the best treatments in a very competitive market, NN continuously develops new “easy to handle” treatment regimens with optimized injection devices and packaging concepts.

The collaboration started in 1989, when Jens Møller-Jensen invited Novo Nordisk project managers and engineers to our studio for the first all-day creative Greenhouse™ workshop.

Insulin injection devices were being developed from scratch and the design was empathetic and straightforward. It was an instant success. The huge medical company needed a pragmatic approach to many of the complex and safety-driven development projects.

Today, the competitive drug delivery market has changed the way projects are driven. Greenhouse™ workshops are still held almost every week, but our design process is now well documented and fully integrated with internal NN procedures and reviews-as if we were a design department inside NN. We deliver form, style and strategic product concepts for future injection devices, high end looks-like models and prototypes. We design user interfaces, participate in international user tests, and ensures that sophisticated technological decisions are fitting relevant user scenarios.

In short: We are working on both the “inside” and the “outside” of the products and have signed more than 50 patent applications for Novo Nordisk. Most of our work for this client is still highly confidential!