Collectable cuddlies...

Photography + Animation:


eCommerce Design

Content Strategy


Noodoll is a contemporary character-led design brand based in London. Noodoll’s unique handmade plush toys and homeware products bridge the gap between design and playfulness.

The world of Noodoll features a cast of characters (some say) made from rice and noodles known as the Ricemonsters , whom inhabit the world of Ricetown.

Working in close partnership with outer/edge (the maestro Magento developers) and the Noodoll team throughout, we evaluated the technical considerations, content strategy and how to better integrate the concept of ‘Ricteown’ and individual character stories into the site experience.

‍With a desire to evolve their established brand inline with the more modern, simple aesthetic and with a need to update their Magento eCommerce platform, Noodoll wished to re-design their retail website from the ground-up.

To help plan the overall experience before starting on the design stage - we provided wireframes to agree the content flow, shopping features, navigation and site functionality.

The final design features a simple paired-back black and white interface to frame the colourful characters and product photography and has received very positive feedback from customers and the team over at Noodoll HQ.