The Artist, The Origins, The Expanding Universe and Why Doodles Captured the Heart of the NFT World

In the rapidly evolving world of NFTs, thousands of collections have appeared, surged in popularity, and then quietly disappeared. The early NFT boom created an environment where hype could propel almost any project to temporary success. Yet only a small handful of collections have managed to build something deeper: a recognisable artistic identity, a loyal community, and a long-term creative vision.

Among those rare projects stands Doodles NFT Collection, a vibrant and playful universe of characters that has become one of the most recognisable visual brands in Web3.

From its colourful characters and whimsical art style to its growing ambitions in media, music, fashion and digital identity, Doodles has evolved far beyond its origins as a simple NFT profile-picture project.

For many collectors, Doodles represents something that few NFT collections manage to achieve: genuine artistic charm combined with a long-term creative vision.

Among the many projects that emerged during the NFT boom, Doodles continues to stand out. The artwork is instantly recognisable, the characters feel joyful and expressive, and the brand has continued to evolve even as the broader NFT market has gone through dramatic cycles.

From a personal perspective, it remains one of the most appealing NFT collections ever created. The colourful style, playful characters and strong artistic identity give the project a unique charm that few others have matched. Among the countless collections that have appeared over the years, Doodles remains our personal favourite NFT project.

To understand why the project continues to hold such a special place in the NFT world, it is worth exploring the full story: the artist behind the work, the original collection, the community that formed around it, and the ambitious expansion that has turned Doodles into something far bigger than a simple NFT series.

The Artist Behind Doodles: Scott Martin (Burnt Toast)

At the centre of the Doodles universe is Scott Martin, a Canadian illustrator known professionally as Burnt Toast.

Long before NFTs entered the mainstream conversation, Scott Martin had already established a successful career as a commercial illustrator and designer. His work had appeared in collaborations with well-known brands and technology companies including Google, Snapchat and WhatsApp.

Martin’s art style is distinctive and instantly recognisable. His illustrations are characterised by:

bright pastel colour palettes
simple cartoon-like characters
bold outlines
playful facial expressions
whimsical and surreal themes

Rather than focusing on complex realism, Martin’s art embraces simplicity, personality and joy. His characters often appear curious, cheerful, slightly strange and deeply expressive despite their minimal design.

This approach makes his artwork accessible and emotionally engaging. People connect with the characters instantly, which is one reason the Doodles project resonated so strongly when it launched.

In many ways, the Doodles characters feel like they belong in a timeless cartoon universe — somewhere between classic animation, modern street art and children’s illustration.

That unique aesthetic became the foundation of the entire Doodles brand.

The Founding Team Behind the Project

Although Scott Martin created the visual world of Doodles, the project itself was founded by a team of experienced Web3 builders.

The original founding team consisted of three key figures:

• Scott Martin (Burnt Toast) – lead artist and creative director
• Evan Keast (“Tulip”) – strategy and business development
• Jordan Castro (“Poopie”) – product development and engineering

Both Keast and Castro had previously worked on CryptoKitties, one of the earliest NFT projects that helped demonstrate the potential of digital collectibles on blockchain technology.

Their experience in building Web3 communities helped shape the structure and direction of the Doodles project. While Martin focused on artistic creativity, the other founders worked on developing the infrastructure, community engagement and long-term vision of the brand.

From the beginning, their ambition was not simply to launch another NFT collection. Instead, they aimed to create something far more ambitious:

A global entertainment and creative brand built around a unique artistic universe.

The Launch of the Original Doodles Collection

The first Doodles collection launched in October 2021 on the Ethereum network.

The collection consisted of 10,000 unique NFT characters, each generated using a variety of different traits.

These traits included:

hairstyles
hats and accessories
clothing
backgrounds
facial expressions
character types (human, cat, skeleton, alien and more)

The result was a colourful cast of characters that all shared the same artistic DNA while remaining completely unique.

The mint price for the collection was 0.123 ETH, which at the time equated to only a few hundred dollars.

Within a short period, the entire collection sold out.

As collectors began sharing their characters across social media platforms like Twitter and Discord, the project quickly gained visibility within the NFT community.

The characters felt playful, distinctive and visually appealing compared with many other collections that were appearing at the time.

The Doodles universe had begun.

What Made Doodles Different

At first glance, the NFT market of 2021 appeared flooded with profile-picture collections.

However, several elements helped Doodles stand out from the crowd.

1. A Strong Artistic Identity

Many NFT collections relied heavily on generative traits but lacked a coherent artistic vision.

Doodles was different. Because the characters were built on Scott Martin’s existing artistic style, the collection felt cohesive and carefully crafted rather than purely algorithmic.

The art came first.

2. Community Governance

Doodles introduced an interesting concept called the Doodlebank, a community treasury funded through project revenue.

Holders of Doodles NFTs could participate in decisions about how treasury funds would be used to grow the ecosystem.

These decisions included:

brand collaborations
community events
charitable initiatives
project expansions

This structure gave collectors a sense of participation in the project’s future.

3. A Long-Term Creative Vision

Many NFT projects focused only on short-term hype.

Doodles, by contrast, was designed from the beginning to evolve into a broader entertainment brand.

This long-term perspective helped attract collectors who believed in the project’s artistic and cultural potential.

Building the Doodles Community

One of the most important aspects of the project’s success was the strong community that formed around it.

NFT communities often become central to a collection’s identity, and Doodles was no exception.

Collectors began using their characters as social media avatars, creating fan art, organising events and participating in discussions about the project’s future.

The community’s enthusiasm helped amplify the brand organically.

Unlike some projects that rely heavily on marketing campaigns, Doodles grew largely through community enthusiasm and word-of-mouth excitement.

The characters themselves became a kind of digital identity for collectors.

Expanding the Doodles Universe

After the initial success of the original collection, the creators began expanding the Doodles universe.

Their goal was not to dilute the brand with endless NFT releases, but to gradually build a larger creative ecosystem.

Several major initiatives followed.

Space Doodles

One of the earliest expansions was Space Doodles, an experimental feature that allowed holders to transform their characters into space-travelling versions of themselves.

Instead of minting entirely new NFTs, the feature allowed existing characters to temporarily convert into astronaut-themed versions exploring a colourful galaxy.

The project included:

spaceship designs
planetary environments
animated visuals

This playful concept reinforced the imaginative nature of the Doodles universe.

It demonstrated that the project was willing to experiment creatively rather than simply releasing more collectibles.

Doodles 2: Expanding the Ecosystem

One of the most ambitious developments for the project was Doodles 2.

Rather than remaining limited to the original 10,000 characters, Doodles 2 introduced a system where collectors could create customisable avatars.

These characters could be personalised with:

clothing
accessories
hairstyles
colours
traits

This system allowed users to design their own identity within the Doodles universe.

The concept moved the project beyond static NFTs and into the realm of digital identity and avatar-based expression.

Doodles 2 also aimed to expand the brand beyond the original Ethereum NFT audience by making the ecosystem more accessible to new users.

Music and Entertainment Expansion

One of the most notable moments in the project’s development came when legendary music producer Pharrell Williams joined Doodles as the project’s Chief Brand Officer.

Pharrell’s involvement signalled that the creators were serious about expanding Doodles into a global entertainment brand.

The collaboration opened doors for:

music partnerships
media projects
creative collaborations
brand expansion

Music became an important part of the Doodles ecosystem, reinforcing the idea that the project was evolving into something closer to a creative entertainment studio rather than simply an NFT collection.

Merchandise and Physical Collectables

Another important step in the evolution of the brand has been the expansion into physical merchandise and collectables.

Doodles has released a variety of products, including:

apparel and clothing collections
hats and accessories
toys and figurines
limited edition collectibles
physical art items

These products help bridge the gap between digital ownership and real-world culture.

For many collectors, owning merchandise from a favourite NFT brand feels similar to supporting a beloved entertainment franchise.

It also helps introduce the characters to audiences who may not yet be familiar with NFTs.

Building a Recognisable Creative Brand

As the project continues to expand, Doodles has gradually positioned itself as more than just an NFT collection.

It is becoming a creative brand built around art, characters and storytelling.

This vision includes several key components:

digital collectibles
avatar identity systems
music collaborations
physical merchandise
animation and media projects
community-driven creativity

Few NFT projects have attempted such a broad creative expansion.

And even fewer have managed to maintain a consistent artistic identity while doing so.

Doodles remains one of the strongest examples of how an NFT project can evolve into something larger.

The Artistic Appeal of Doodles

At the heart of everything remains the artwork itself.

Despite all the expansions into technology, music and merchandise, the success of Doodles ultimately comes back to the visual charm of Scott Martin’s illustrations.

The characters feel:

joyful
expressive
colourful
slightly surreal
instantly recognisable

This artistic clarity is rare in the NFT world.

Many projects struggle to establish a distinctive visual identity.

Doodles achieved that from the very beginning.

Why Doodles Remains a Favourite

Among the countless NFT collections that have appeared over the years, Doodles continues to stand out for several reasons.

The artwork feels timeless rather than trend-driven.

The community remains passionate.

And the creators have continued expanding the universe in thoughtful ways rather than rushing into endless new releases.

For those reasons, it remains a project that feels genuinely creative rather than purely speculative.

From a personal perspective, the appeal is easy to understand.

The artwork is joyful, distinctive and beautifully simple.

And for that reason, Doodles remains our personal favourite NFT project in the entire NFT space.

In Part One, we explored the origins of the Doodles NFT Collection, Scott Martin’s distinctive artistic style, the launch of the original 10,000 NFTs, and the early expansion of the Doodles universe through projects like Space Doodles and Doodles 2.

However, the story of Doodles is also closely tied to the broader evolution of the NFT market itself. Like most major collections launched during the explosive NFT boom of 2021–2022, the project has experienced dramatic price cycles, shifting narratives, and the constant challenge of evolving beyond its original concept.

Yet despite the NFT market’s volatility, Doodles remains widely recognised as one of the most important and enduring NFT brands.

In this second part of the deep dive, we explore the project’s market history, its position among blue-chip NFT collections, its partnerships and brand expansions, and the potential future of the colourful Doodles universe.

The Rise of the NFT Market and Doodles’ Early Success

When Doodles launched in October 2021, the NFT market was already experiencing rapid growth.

Collections such as CryptoPunks and Bored Ape Yacht Club helped establish profile-picture NFTs as digital status symbols.

However, many new collections were entering the market without strong artistic direction or long-term plans.

Doodles quickly gained attention because it offered something different.

The art style was vibrant, whimsical and joyful. It felt closer to a cartoon universe than a speculative digital asset.

Collectors began adopting Doodles characters as their social media avatars, and the community around the project grew rapidly.

Within months of its launch, the collection had become one of the most recognisable NFT brands in the space.

Doodles Price History and Market Cycles

The NFT market has experienced dramatic cycles since the early days of the boom, and Doodles has moved through those cycles along with the rest of the industry.

The Original Mint

The initial mint price for Doodles in October 2021 was 0.123 ETH.

At the time, this represented a modest entry price compared with the valuations that would follow during the NFT boom.

Many early collectors purchased their Doodles for only a few hundred dollars.

The NFT Boom

As the NFT market accelerated through late 2021 and early 2022, Doodles rapidly gained value.

Demand increased as collectors recognised the project’s strong artistic identity.

During the peak of the NFT market, the collection’s floor price exceeded 20 ETH, placing it among the most valuable NFT collections worldwide.

At that point, a single Doodle could be worth tens of thousands of dollars depending on the rarity and market conditions.

This surge reflected the broader enthusiasm surrounding NFTs at the time.

The NFT Market Correction

Like nearly all NFT collections, Doodles experienced a significant price correction as the crypto market cooled during 2022 and 2023.

The decline was not unique to Doodles. Even the largest collections saw major reductions in floor price as speculation faded and the market entered a quieter phase.

However, what often separates blue-chip NFT projects from short-lived collections is their ability to survive these cycles.

Doodles has continued to maintain a loyal community and a recognisable brand even as market conditions changed.

What Makes a Blue-Chip NFT?

Within the NFT ecosystem, the term blue chip is often used to describe collections that have achieved long-term cultural significance.

While there is no official definition, several factors typically contribute to this status:

Strong artistic identity

Collections with distinctive and recognisable artwork often maintain cultural relevance longer than generic projects.

Active communities

A passionate community of collectors can sustain a project through market cycles.

Brand development

Projects that expand into media, merchandise and partnerships often become stronger over time.

Longevity

Surviving multiple market cycles demonstrates resilience.

Doodles frequently appear in conversations alongside projects like CryptoPunks and Bored Ape Yacht Club when discussing blue-chip NFTs.

Brand Partnerships and Cultural Expansion

One of the most interesting aspects of the Doodles project has been its push to expand beyond the NFT ecosystem.

The creators have actively pursued partnerships that help introduce the brand to wider audiences.

Perhaps the most notable collaboration came when Pharrell Williams joined the project as Chief Brand Officer.

Pharrell is widely known for his influence in music, fashion and design. His involvement signalled a major step toward transforming Doodles into a broader entertainment brand.

The collaboration opened the door to:

music projects
brand collaborations
creative storytelling initiatives
live events and cultural experiences

The presence of a globally recognised creative figure helped strengthen the perception that Doodles was evolving beyond the typical NFT project.

Merchandise and Physical Products

One of the most important steps in building a lasting brand is bridging the gap between digital culture and the real world.

Doodles has taken significant steps in this direction through a range of merchandise and physical collectables.

Products released by the brand have included:

clothing collections
hoodies and t-shirts
hats and accessories
plush toys and figurines
collectable art items

These physical products help extend the project’s visual identity beyond the blockchain.

For fans of the artwork, owning a piece of merchandise can feel similar to collecting items from a beloved animation franchise or creative brand.

This type of expansion also helps introduce the characters to audiences who may not yet be familiar with NFTs.

Doodles Events and Real-World Experiences

Another element of the project’s growth has been the organisation of real-world experiences and events.

These gatherings have included:

community meetups
creative exhibitions
conference activations
live experiences for collectors

Real-world events help strengthen the connection between collectors and the brand.

They also reinforce the idea that Doodles is building a creative universe rather than simply a digital asset marketplace.

Comparing Doodles With Other NFT Giants

When discussing major NFT collections, several names consistently appear.

CryptoPunks

Often considered the earliest iconic NFT collection, CryptoPunks helped establish the concept of blockchain-based digital art.

The project’s pixel art style has become symbolic of the early NFT era.

Bored Ape Yacht Club

Bored Apes introduced the concept of NFT membership clubs and expanded into gaming, events and licensing opportunities.

The brand has become one of the most visible NFT projects in the world.

Azuki

Azuki introduced a stylish anime-inspired aesthetic and rapidly built a strong community around its characters.

Doodles

Among these major collections, Doodles stands out for its distinct artistic charm.

The project’s playful aesthetic, colourful characters and creative expansions give it a different emotional tone from many other NFT collections.

While some projects lean heavily into exclusivity or status symbolism, Doodles often feels more focused on creativity and fun.

The Future of Doodles

The long-term success of NFT projects depends on their ability to evolve.

The creators of Doodles appear to understand this well.

Several areas of development may shape the brand’s future.

Digital identity and avatars

Projects like Doodles 2 suggest a future where characters become part of online identity systems.

Entertainment and media

Animation, storytelling and music collaborations could expand the Doodles universe into new forms of content.

Physical products and collectibles

Merchandise allows the brand to reach audiences beyond the NFT community.

Creative collaborations

Working with artists, musicians and brands can introduce the project to new audiences.

If these expansions continue successfully, Doodles could evolve into something closer to a global creative franchise.

Our Personal Perspective

Among the countless NFT collections that have emerged since the early days of Web3, only a few have captured genuine artistic charm.

Doodles is one of them.

The artwork is playful, colourful and instantly recognisable. The characters feel joyful and imaginative, creating a universe that feels welcoming rather than exclusive.

For many people who appreciate digital art, the appeal is simple: the artwork itself is genuinely enjoyable.

Among all the NFT collections that have appeared over the years, Doodles remains our personal favourite project.

The artwork stands out immediately, and the characters carry a sense of fun and personality that few other collections have managed to achieve.

While market prices inevitably rise and fall, great art tends to endure.

And that is one of the reasons the Doodles universe continues to hold such a special place in the NFT world.

Final Thoughts

The NFT industry is still evolving, and the long-term future of many projects remains uncertain.

However, the story of Doodles demonstrates how a strong artistic vision combined with community engagement can create something much more enduring than a typical NFT collection.

From its colourful characters and playful aesthetic to its growing ambitions in media, music and merchandise, the project has already become one of the most recognisable brands in the Web3 space.

Whether the next chapter involves animation, gaming, digital identity, or entirely new forms of creative expression, the Doodles universe will likely continue to evolve in surprising ways.

And for those who love imaginative digital art, that journey is part of the magic.

Frequently Asked Questions

What is the Doodles NFT project?

Doodles is a collection of 10,000 unique NFT characters created by illustrator Scott Martin (Burnt Toast) and launched on the Ethereum blockchain in 2021.

Who created Doodles?

The project was founded by Scott Martin (Burnt Toast), Evan Keast and Jordan Castro.

Why is Doodles considered a blue-chip NFT?

Doodles is widely considered a blue-chip project due to its strong artistic identity, active community, brand partnerships and long-term development.

What is Doodles 2?

Doodles 2 is an expansion of the original project that introduces customisable avatars and digital identity features.

What makes the Doodles art style unique?

The artwork is known for its bright pastel colours, bold outlines, playful characters and whimsical aesthetic.

Has the Doodles project expanded beyond NFTs?

Yes. The brand has expanded into merchandise, events, music collaborations and broader entertainment initiatives.

Why do collectors value Doodles NFTs?

Collectors are often drawn to the project’s distinctive artwork, strong community, and long-term creative vision.