Behind the build: How blndr Agency designed Twisties’ fully custom Shopify storefront

When Daan van Rees, Creative Director at blndr Agency, was approached to build the online storefront for Twisties—a new Dutch beauty brand with a patented nail art product—he knew they’d need more than a cookie-cutter Shopify theme.

“Twisties is a new, innovative, patented product from a young Dutch founder who spent over three years developing it,” Daan shared. “We did a full web build with a focus on ease of use. It was all about building something that’s visually attractive and easy to navigate.”

Using Instant Page Builder, blndr delivered a site that showcases Twisties’ unique product to a niche audience of artists and creatives. 

Here’s how they did it: 

Designing for discovery, not just conversion

Because Twisties was introducing an entirely new category—photo-realistic nail art film—blndr wasn’t just focused on optimizing for conversion rates. The goal was clarity and visual appeal: making it easy for visitors, especially creatives and artists, to understand what Twisties is and quickly browse its many design options.

“The main goal was to sell to new artists and people in the creative industry,”  said Daan. “On the product page, it needed to be easy to browse other designs and add everything to cart quickly. That was the main objective, and I think we succeeded.”

From the homepage down to the PDPs, the team prioritized simplicity and style, building each section in Instant from scratch. They skipped the traditional Figma-to-dev handoff. 

Instead, they built and previewed everything directly inside Instant, cutting down both complexity and time.

A new workflow built around Instant

Rather than designing mockups and waiting weeks to see them live, blndr brought Twisties’ founder into the creative process early, thanks to Instant’s real-time preview features.

“With clients like Twisties, the workflow we use in Instant is to take them through previews. Because it’s so easy to design, create concepts, and visualize ideas, we let clients see what we’re doing as we go.”

This collaborative workflow helped bring the brand’s vision to life faster. Once the homepage design was aligned, Daan’s team used it as the creative foundation to build out the rest of the store. No external developers. No back-and-forth code edits. Just drag, drop, and iterate.

“We now only do projects in Instant. It’s become so good and complete—you can basically create anything you can think of. It’s our go-to tool for new websites or CRO projects.”

Power features that made it possible

While the entire platform made a difference, Daan called out two favorite features that elevated the Twisties build:

• Repeat on: Perfect for creating product sliders and dynamic design elements across the site.

• Components: Made it easy to reuse and update branded sections consistently across pages.

These tools have made it easier than ever to scale design elements across pages and streamline future updates.

And while the Figma-to-Instant workflow was once a favorite, Daan said the platform has evolved so much that he now prefers building directly inside Instant from day one.

Why blndr now builds everything in Instant

Before Instant, blndr relied on freelancers and custom development to break free from Shopify’s theme limitations. Today, they don’t need to.

“Before Instant, we used to custom code and work with freelancers to build complex things in Shopify—but now, 90% of that is no longer needed. We just build it all in Instant.”

From ease of use to pricing flexibility, Daan believes Instant is a no-brainer for agencies looking to deliver standout results without the traditional Shopify dev overhead:

“We’ve built a few full sites in Instant, and the ease of use, freedom, and flexibility in creating exactly what you want is so nice compared to standard Shopify themes.

For other agencies, I’d say look at it from a pricing perspective, too. A custom theme, which you’ll likely want to change within a year anyway, is more expensive than Instant’s starter plan, which gives you everything you need.”

Final thoughts

For blndr Agency, Instant has become more than just a tool—it’s their go-to platform for building unique, high-performing Shopify stores without limits. 

Here’s what they achieved with Instant:

• Full Shopify site built for Twisties with zero custom code

• Faster client approvals using live preview workflows

• Entirely replaced the need for Figma + external development

• Scalable, reusable components for ongoing optimization

• All new projects are now built exclusively in Instant

From a blank canvas to a stunning, shoppable storefront, Twisties’ online debut shows what’s possible when great design meets flexible tools. Blndr didn’t just build a site; they built an experience. One that feels as fresh and original as the product it sells.