Noodle & Plank make stools and tables from birch plywood that can take a decade of jumping. Their old site looked like a hardware catalogue.

Four shapes from the furniture became the identity: a circle, an arch, a plank and a noodle. The shop uses them as buttons, loaders and price tags.

Four shapes, no instructions.

Parents spend twice as long on the site as before. Most of that time is spent on the page with the wobbling stool.