Nodi

As Nodi prepared to expand beyond rugs into carpet, the existing web presence no longer reflected its authentic, material-led essence - the brief: create a site that represents Nodi in its true form – organic, refined, honest, and ready for growth across markets and audiences.

Digital Strategy
Technical audits
UX Audits
UI Design
Shopify Development
B2B / Wholesale
Custom Shopify Apps
homecollectionsproduct page
visit live site

BACKGROUND

Nodi began with a simple knot – a moment of curiosity when founder Olivia Moon was studying textile design in Milan, creating hand-knotted fabric necklaces and sparking a deeper passion for imperfect, handcrafted form. Her journey continued through India, where she immersed herself in traditional weaving techniques. Nodi was born from this blend of curiosity, craft and nature – a design-led brand rooted in sustainable, natural materials. From handcrafted rugs to a new pure wool carpet range, the purpose was to create textured, ethically made foundations for life’s moments – anchoring spaces where people feel connected to their environment and each other.

The website concept was to create a digital space that feels as tactile and natural as Nodi’s floor coverings.

Inspired by founder Olivia’s lived experience – photos shot in her own home, materials grounded in place – the design balances editorial storytelling and a calm, immersive retail flow. Rather than a luxury label veneer, the tone is warm, genuine and inviting. It serves existing trade designers with depth and specification clarity, while welcoming a growing D2C homeowners audience discovering Nodi’s quietly elegant world for the first time.

HOME
COLLECTIONS
PRODUCT PAGE

highlights

Every element of the site was crafted to reflect Nodi’s values of materiality, simplicity and quiet beauty.

The visual language is stripped back yet layered – white space, understated typography and soft tones give room for texture and product detail to come forward.

Rich, purpose-shot imagery – much of it photographed in Olivia’s home – adds depth and context, grounding the site in authenticity and lived experience.

Despite the complexity of the product ecosystem – ready-to-buy rugs, made-to-order pieces, carpet by the metre, trade access, and sample requests – the interface remains calm and intuitive.

Clear product logic supports multiple pathways: guiding homeowners through selection, sizing, pricing and ordering, while giving trade customers the tools and access they need to specify products with confidence.

Special attention was paid to simplifying the sampling process – a critical step in the customer journey. Each product type carries its own logic, so designing a system that educates without overwhelming was key.

The product templates and navigation flows are structured to reflect the way customers shop – whether they are browsing by mood and space or searching with a project in mind.

Technically, the site architecture is robust but flexible – supporting content-rich storytelling and ecommerce functionality within the same framework.

Integrated storytelling modules allow for editorial content, process imagery, and sustainability information to sit naturally within product pages.

Results

Launching alongside Nodi’s first handcrafted pure wool carpet collection, the site became the foundation for new growth – both in trade and D2C markets. Early indicators point to stronger engagement from architects and designers, while also opening entry for homeowners across New Zealand, Australia, the US, Asia and beyond.

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