What MERPHI does

MERPHI (legal entity: Merphi AB) is a privately held Swedish design agency operating from Gothenburg that positions itself as the world's first industrial design agency exclusively focused on robotics. Founded in 2020, the firm delivers industrial design, human-robot interaction (HRI) / human-machine interaction (HMI) systems, UX/UI design, prototyping, CMF (color, material, finish), CAD, and design-for-manufacturing (DFM) services to robotics companies. Its technology stack includes ROS2, SLAM, simulation, microcontroller integration, AR/VR, and API development, deployed as professional services rather than packaged products. The firm's methodologies are codified into named frameworks for AMR design, humanoid robot design (including uncanny-valley-aware proportioning), and service-robot HRI patterns. The company employs 1-10 people and operates as a founder-led entity under co-founders Philip Justinus Berlin (CEO) and Mehrdad H.M Farimani (CTO). MERPHI monetizes through professional services engagements (industrial design, UX, branding, concept development, implementation support) and has productized entry points through fixed-price rapid solution packages: Concept Generation Robotic at $5,500 and Design Review at $4,100 for one-month engagements. The go-to-market is sales-led direct consulting, supported by case-study content marketing, free downloadable industry posters (humanoid robots, quadrupeds, dexterous hands, cobots, robot categorization), and event participation such as Hannover Messe and the Humanoids Summit Tokyo 2026. Customer segments range from humanoid and AMR startups to enterprises such as Sanctuary AI, AIS, and AGORA Robotics, with projects spanning agricultural, security, cleaning, construction, and consumer robotics. The firm has also extended into venture co-building via Northsence (co-founded 2021) and into academic collaboration with Chalmers University.

Name

MERPHI

Legal name

Merphi AB

Website

https://merphi.se

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

MERPHI is a Gothenburg-based industrial design agency founded in 2020 that delivers human-centered design, HRI/HMI systems, and prototyping services exclusively to robotics companies worldwide. It serves startups to enterprises such as Sanctuary AI through bespoke consulting and fixed-price rapid solution packages.

Ownership category

akta.pro rank

Product category

Industrial Design Services for Robotics

NAICS

Industrial Design Services (541420), Industrial Design Services (54142), Custom Computer Programming Services (541511)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Industrial & Warehouse Robotics (HDAAAIAA)

Keywords

• Industrial design robotics
• Human-robot interaction design
• Robotics UX research
• Robot CMF design services
• Robotics prototyping engineering

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Design Consultancy Services: Professional services revenue from industrial design, UX, branding, and concept development for robotics companies. Services include strategy, experience design, physical/digital design, and implementation/engineering support.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

MERPHI is an industrial design agency focused on robotics that delivers industrial design, UX/UI, human-robot interaction (HRI), and engineering implementation services to robotics companies. Its offerings span the full product lifecycle — strategy, experience research, physical and digital design, and realization — and include pre-packaged rapid solutions such as a 1-month Robotic Design Review ($4,100) and 1-month Concept Generation Robotic ($5,500). All services are grounded in a human-centered design approach tailored to robotics applications.

Product overview

MERPHI is the world's first industrial design agency focused on robotics, operating as an R&D agency through a human-centered mindset. The company offers a portfolio of professional services rather than a single software product. Their core offerings include Rapid Solutions packages (Robotic Design Review at 4100 USD and Concept Generation at 5500 USD), comprehensive Industrial Design Services (CAD, CMF, prototyping, DFM), Human-Robot Interaction (HRI) Design, Experience & Research Services, Software & Implementation Services (ROS2, SLAM, simulation), and Strategy & Product Development. Additionally, they publish free downloadable knowledge resource posters on humanoid robots, dexterous hands, robot categorization, quadrupeds, and cobots. Their services span from concept development through manufacturing, serving robotics companies worldwide from their Gothenburg, Sweden location.

Differentiator

Problem solved

Functional benefit

Products and services

• Robotic Design Review (Rapid Solution) A one-month design review rapid-solution engagement that delivers design guidelines and a review report helping robotics clients improve their robot's industrial design, functionality, and market appeal. Priced at $4,100 USD (Extended variant).
• Concept Generation Robotic (Rapid Solution) A one-month concept generation package delivering a clearly defined design vision for a robot, including design guidelines and a high-level concept visualization. Priced at $5,500 USD.
• Industrial Design Services Core industrial design service covering product design, CAD, CMF (Color, Material, Finish), prototyping, surface modelling, and Design for Manufacturing (DFM) for robotics products. Targeted at robotics companies from startups to enterprises.
• Human-Robot Interaction (HRI) Design Design services focused on HMI/HRI for robotics, including user research, UX/UI design, usability testing, and interaction design. Targeted at robotics companies that need intuitive human-robot interfaces for public or operator-facing use cases.
• Experience & Research Services User experience research service covering user studies, journey mapping, personas, wireframing, A/B testing, and accessibility evaluation, applied to robotic products. Targeted at robotics companies needing evidence-based UX direction.
• Software & Implementation Services Implementation service covering Design for Manufacturing, robotics control, microcontrollers, ROS2, simulation, SLAM, API development, AR/VR, and design quality assurance, supporting the realization of robotics designs. Targeted at robotics engineering teams needing to translate designs into working prototypes and products.
• Strategy & Product Development Product strategy service covering design criteria, ideation, system design, design sprints, brand strategy, market analysis, competitive analysis, and feasibility studies for robotics products. Targeted at robotics companies at the early or growth stage that need to align design with product strategy.

Quantifiable outcome

• Over 10,000 Animated Lure products sold through new e-commerce platform after brand redesign
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Humanoids Summit Tokyo 2026minorOthers · 28 May 2026MERPHI is listed among global robotics leaders converging on Japan for the Humanoids Summit Tokyo 2026, scheduled for May 28-29, 2026, emphasizing Japan's role in robotics innovation.
• NorthsencecoreStrategic or Co-development Partner · 1 January 2021MERPHI co-founded Northsence with stakeholders from a construction company in New York. They developed a teleoperated robotic solution enabling construction inspectors to work remotely. Northsence represents MERPHI's venture into co-founding robotics companies based on their design expertise.
• Chalmers University of TechnologyminorStrategic or Co-development Partner · 1 January 2021Collaboration with Industrial design students from Chalmers University for Guardamate parking robot project. Students performed background study and analysis as part of Master's project work, supporting MERPHI's design process.
• E-motion Square (Norwegian Husky Tour Company)minorStrategic or Co-development Partner · 1 January 2020Co-venturing partnership to develop a smart husky sled for Nordic conditions. Project included concept design, CAD modeling, engineering, user study, and MVP testing. Project was paused due to lack of market readiness but identified other usages for rescue missions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ammunition Group: Industrial design firm led by Robert Brunner that has designed robotics and consumer tech products. Comparable to MERPHI in combining product strategy, industrial design, and brand-level thinking for technology clients.
• Smart Design: Global design consultancy blending industrial design, UX, and brand strategy for technology and consumer products. Comparable to MERPHI in applying human-centered design methods across physical and digital product surfaces.
• New Deal Design: San Francisco product design studio led by Gadi Amit with a track record of designing robotics, wearables, and connected devices. Comparable to MERPHI in serving tech-forward clients with high-craft industrial design and human-factor expertise.
• Synapse Product Development: Product development firm combining industrial design, mechanical, electrical, and software engineering for connected and robotic products. Overlaps with MERPHI's full-stack service model from concept through implementation.
• Whipsaw: Industrial design and engineering consultancy with deep experience designing consumer and professional robotics products. Overlaps with MERPHI in full-lifecycle industrial design, CMF, and human-centered product development for tech clients.
• Lunar Design: California-based industrial design consultancy with a long track record in consumer and professional technology products, including robotics-adjacent devices. Comparable to MERPHI in delivering full-spectrum industrial design for tech clients.
• Fuseproject: Industrial design studio founded by Yves Béhar that has delivered design work for multiple robotics and connected hardware companies. Comparable to MERPHI as a design firm that translates emerging technology into shippable products, with a similar craft-led, founder-driven profile.
• Bould Design: Industrial design consultancy specializing in tech, consumer electronics, and robotics products. Similar in profile to MERPHI as a mid-sized design firm with strong human-centered and mechanical design capabilities for emerging hardware categories.

Broad incumbents

• IDEO: Large, globally recognized design and innovation consultancy with an extensive portfolio across robotics, mobility, and connected hardware. Represents the broad incumbent alternative that MERPHI competes against for enterprise robotics design engagements.
• Frog Design: Global design and strategy firm that has designed robotics, AI, and consumer technology products for major brands. Comparable to MERPHI as a larger, multidisciplinary alternative pursuing similar robotics and emerging-tech mandates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/merphi.se
• LinkedInse.linkedin.com/company/merphi
• Instagraminstagram.com/merphi.ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MERPHI