The building blocks behind Aruba Aloe’s custom Shopify storefront design

A well-designed Shopify storefront doesn’t just sell products, it tells a story. For heritage brands especially, it’s crucial that every element of the site, from the homepage hero to the navigation bar, supports a cohesive brand image and intuitive customer journey. With the right visuals, structure, and interactivity, your storefront becomes a reflection of your brand’s values and identity, an experience, not just a transaction.

That’s exactly what certified Instant Expert Thom Heerens, founder of Denzel Media, set out to create when he partnered with Aruba Aloe, one of the oldest aloe companies in the world. Using Instant, Thom developed and designed a custom, responsive Shopify storefront that brings Aruba Aloe’s heritage, sustainability mission, and skincare benefits to life through thoughtful layout and storytelling.

Here’s what he built:

A custom navigation menu

For a store with a large catalog like Aruba Aloe, getting people to the right product quickly matters. Thom built a fully custom navigation menu in Instant, complete with multi-level dropdowns that work seamlessly on both desktop and mobile.

“As part of the Aruba Aloe project, I built a fully custom navigation system using Instant. This included a multi-level dropdown menu designed to guide users smoothly through the brand's extensive product catalog. The navigation is optimized for both desktop and mobile, ensuring a seamless experience across devices. It not only supports quick access to key categories but also highlights seasonal promotions and bestsellers—improving both usability and conversions.” —Thom Heerens, founder of Denzel Media

The menu is set as the default header in Instant, ensuring that it appears across every page in the Shopify storefront.

Homepage sections that guide, convert, and inform

In addition to navigation, Thom designed and built a variety of branded Shopify theme sections for Aruba Aloe’s home page. These custom blocks are optimized for performance, visual storytelling, and conversion.

“For this project, I developed a modern, responsive Shopify storefront for Aruba Aloe, one of the oldest aloe companies in the world. Using Instant, I built custom sections tailored to their product storytelling, customer experience, and visual branding. The result is a clean, conversion-focused ecommerce site that reflects the heritage and quality of the brand.” —Thom Heerens, founder of Denzel Media

1. Hero section

Right at the top, Thom created a custom hero block: product image, strong headline, supporting text, and a clear CTA, all fully responsive and optimized using Instant’s viewport settings. It sets the tone for the rest of the site.

2. Customer favorites slider

Rather than a static grid, the bestsellers are shown in an interactive slider. There’s a headline and description on the left, and clickable product cards on the right with subtle hover effects that bring the section to life. The whole layout encourages discovery and gives social proof at a glance.

3. Routine finder callout

Halfway down the page, there’s a standout section prompting shoppers to “Find the routine that’s made for your skin.” It links directly to a quiz designed to personalize product recommendations, making it easier for people to shop with confidence, even if they’re new to the brand.

Custom sections for sustainability and store locations

For a brand like Aruba Aloe, sustainability isn’t just a message; it’s a core part of the story. Thom created a tailored section on their Sustainability page with clickable links that allow users to dive deeper into how the brand manages everything from suppliers to packaging materials and eco-friendly facilities.

On the Store Locations page, Thom also designed a user-friendly layout that makes it easy to find nearby retail stores. A map and full list of physical locations help build customer trust and support omnichannel shopping.

Blogs that blend SEO, storytelling, and education

Finally, Thom used Instant’s blog post template feature to publish four blogs that mix text and visuals for better engagement and organic performance. Each blog is structured to support readability, good spacing, a mobile-friendly layout, and a flow that keeps people reading.

The blogs include:

• The Power of Aloe

• From Plant to Product

• Discover the Radiance

• How Aloe Can Help You

Each post helps educate customers, answer questions, and deepen trust, while boosting organic visibility.

Building a Shopify store that converts

This project is a clear example of how combining custom Shopify sections with expert design can transform a storefront from a simple shopping interface into a rich, on-brand experience. Every part of Aruba Aloe’s site, from its multi-level navigation to its interactive homepage and sustainability storytelling, was built to reflect the brand’s heritage and help customers connect more meaningfully with the products.

If you’re looking to build a Shopify storefront that does more than just look good, one that guides users, tells your story, and drives conversions, Instant gives you the tools to do it.

→ Start building with Instant today, or connect with a certified Expert like Thom to bring your vision to life.