How Not Just Salt built a bold, one-product Shopify store with Instant

When Ainsley Goffa launched Not Just Salt, the goal was clear: avoid the generic playbook that defines so many modern wellness sites.

Instead of flashy pop-ups, vague mission statements, and overly corporate language, the site needed to feel bold, direct, and refreshingly honest, a reflection of the hydration brand itself. Using Instant Page Builder, the team brought that vision to life: 

“Our main goal was to design a transparent, no-nonsense website that makes it instantly clear what we’re about (not pun intended).

Too many brands today use corporate, misleading communication, and that’s fully reflected in their website design. We aim to build a brand that’s the exact opposite — one that genuinely tries to offer customers a better product that can improve their lives. We believe this message only comes across effectively if the entire brand reflects it, and that starts with something as simple as the website.

On our site, you won’t find phrases like ‘a passion to inspire’ or ‘a dream to unite,’ but simply what we do and how we aim to do it. At the end of the day, we’re just a company trying to make hydration affordable, fun, and accessible to everyone. That’s it.” - Ainsley Goffa, Founder of Not Just Salt

A clean homepage with a clear message

For a one-product Shopify store, the homepage carries a lot of weight. With Instant, Not Just Salt created a linear, story-driven layout that immediately answers the key questions:

1. What is this brand?

2. What does it offer?

3. Why should I care?

The site design is intentionally minimalist. No flashy elements, no clutter. Just high-impact product messaging, clean typography, and curated lifestyle photography.

“The black-and-white color scheme was a deliberate choice — a refreshing contrast in a sector often overwhelmed by a cacophony of colors. We also incorporated plenty of lifestyle and slightly artistic photography, which is something noticeably absent in the hydration industry.

We’re not claiming this approach is essential for every sector, but inspiring people to take better care of their bodies requires making the brand feel exciting, cool, and engaging. That’s just how the world works. If we can get more people to hydrate properly by making our brand appealing and relevant, then we’ve achieved our mission.” - Ainsley Goffa, Founder of Not Just Salt

One standout detail is the transparent homepage header that blends seamlessly into the hero image, a feature that required extra effort but delivers a high-quality, modern look.

Product page simplicity that drives focus

Rather than using a conventional product page structure, Not Just Salt opted for a dedicated product section that keeps the experience calm, focused, and distraction-free. 

“We’re also proud of our slightly unconventional product page. Visitors are guided to a dedicated section of the website where they can choose the product they want without distractions, in a calm and focused environment. The large photo on the right showcases the product clearly, while the well-structured options on the left provide a simple and intuitive overview of the available choices.

We also chose not to overwhelm visitors with multiple pop-ups demanding their attention for discounts, newsletters, or memberships. Instead, we took a subtle approach — all of these elements are still available, but they’re there to be discovered naturally. This creates a far more pleasant browsing experience than constantly having to close intrusive pop-ups.” - Ainsley Goffa, Founder of Not Just Salt

The result is an eCommerce experience that feels more intentional, an ideal approach for single-product stores aiming to build trust and elevate perceived quality.

Using Instant’s Template Library as a starting point

Even with a strong design vision in place, Instant’s Template Library helped shape the final structure and layout. Some templates even sparked new design ideas along the way.

“We found the template library to be an incredibly useful starting point. While we had a clear vision for our design and layout from the beginning, some templates still managed to inspire us and shape a few of our choices.”

👉 Check out the Instant Template Marketplace.

Instant’s Shopify API integration also played a key role. With minimal development friction, the team was able to build exactly what was imagined, without compromising creative direction.

“As anyone who’s worked with Shopify knows, it’s not always easy to build a site exactly the way you want, but Instant made that possible for our project.” - Ainsley Goffa, Founder of Not Just Salt

A Shopify store design that reflects the brand

The Not Just Salt website isn’t optimized for urgency or gimmicks. Instead, it’s optimized for clarity, trust, and authenticity.

“We believe we’ve successfully infused our brand identity into the website, and that this will naturally be reflected in the user experience. Our goal from the very beginning has been to create a pleasant, seamless experience for visitors. They won’t be bombarded with pop-ups, flashy discounts, or clichéd slogans — just clear, useful information and an enjoyable browsing experience.

We haven’t placed heavy emphasis on conversion tactics, because we believe that true conversion happens when a site feels authentic and sparks genuine excitement — not the other way around.” - Ainsley Goffa, Founder of Not Just Salt

The result is a hydration brand website that communicates clearly, looks great, and feels consistent with the product promise.

Advice for building your own Shopify site with Instant

Ainsley's advice for other founders building with Instant reflects the same no-nonsense approach that defines the Not Just Salt brand:

“Just start. Your site will never be perfect from the beginning — and it doesn’t need to be. Begin with a clear understanding of the message or vision you want to convey, and start translating that into Instant. Not everything will be in the right place or the perfect font at first, and that’s fine. What matters most is having a solid structure to build on, so you can refine and improve it over time.

Don’t put too much pressure on yourself to perfect every tiny detail. A website should be clean and functional, but it’s also a process that evolves and grows. Which brings me to my final tip: be patient. Listen to other opinions and embrace feedback. If it turns out that you need to redo certain things, patience will get you to a better end result — ignoring it won’t.

I only wish I followed my own advice more often. Good luck to everyone!” - Ainsley Goffa, Founder of Not Just Salt

Bring your own one-product Shopify store design to life

Not Just Salt is proof that you don’t need dozens of products or a huge team to create a high-impact Shopify store. With a clear message, intentional design choices, and the right tools, a single-product brand can cut through the noise and connect with customers in a way that feels honest and exciting.

By using Instant Page Builder, Not Just Salt was able to:

• Build a fully custom Shopify storefront without relying on developers

• Create a minimalist design that reflects the product and the brand

• Focus on user experience, not gimmicks

• Launch faster by starting with templates and refining over time

Whether you’re launching a hydration product or any single-product Shopify store, this case study proves that with the right design tools and a clear vision, it’s possible to stand out from the crowd.

Explore Not Just Salt’s site to see the full build, and if you're ready to design your own custom Shopify storefront, try Instant Page Builder.