The Coral Seal, the symbol of our principles of robotics design.

One of our role models, Dieter Rams, created the 10 Principles of Good Design. It’s a list of principles that Rams followed for everything that he created. It’s also the principles that guided all the products Apple make.

When we got our team together at Coral, we decided it was important for us to create a set of principles for ourselves. We call these Coral’s 5 Principles of Good Robotics Design.

Our Principles:

1. People First

If form follows function, then for us, function follows focus. Our focus is people. We aim to complement and empower people in their everyday lives.

Example: The dustbin on the Coral One was designed so that you can remove trash from the vacuum robot easily. Too many other robots have complicated dustbins that take more than 3 steps to throw away all that trash. Just lift the dustbin out of the robot and press the flap to dump the trash.

2. Purpose Driven Utility

We are robot specialists that know what to deliver on. A task robot is not a jack of all trades. We create value through specificity of purpose.

Example: All robot vacuums can’t clean hard-to-reach spaces, such as curtains, or in between couches. That’s why we made the Coral One the first handheld and vacuum robot in one. Just pull the handheld out of the robot and you can start cleaning those nooks and crannies.

3. Elevated Accessibility

We get the best tech into as many people’s homes as possible. Our products elevate the baseline by making great design accessible.

Example: When we were making the Coral One, we wanted to be sure that we could help as many households in the world to get a better clean. That’s why we went to great lengths to control our supply chain so we can lower costs while delivering a really high quality product. That’s why we priced the Coral One at $545.

4. Empowering Experiences

We create robots that empower people’s motivations and fit into their everyday lives. We build tech that is experiential.

Example: When we make a robot, we put on our car designer hats. It’s got to be functional, yet bring joy when you see it. When you turn it on, it’s got to be an unforgettable experience. When it turns off and its duties completed, you want to turn it back on and to see it go off again. We used the highest grade plastic and hand polished each robot to make your Coral One look more like enamelware. We also dived deep into sound design to give the Coral One a homey spirit (see our article here on how we did it).

5. Future Now

Innovation is not about what robots can do in the future, but what you can do now. Tomorrow will be shaped by what we do today.

These were a few stages of the early prototypes of the Coral One handheld.
After numerous iterations, the Coral One handheld turned into this powerful cyclonic dust magnet.

Example: We weren’t the first at making robots that clean your home. However, we spent a ton of time speaking with users, 1-on-1, for their needs and feedback. We made countless prototypes (even ones made out of paper) and brought that to people to test and give feedback. We broke apart the mold and truly redesigned everything from scratch to build something for everyone.


At Coral, we’re dedicated to follow these principles. Expect them to be the driving force for all of our future products and in numerous categories.