Brand IDENTITY & Storytelling · E-commerce Experience · Shopify Design & Build · Email Marketing · SOCIAL MEDIA PRESENCE
Year 2025 · United States · Sector: natural bath & body
Kaimana means the powerful essence of the sea.
The work was to make that essence felt through a screen, and to carry a founder's ocean ritual into a home far from any shore.
A brand built around a feeling
Kaimana began at the water's edge. Its founder, Eli Aizenstat, learned as a child to respect the ocean and the quiet, restorative whisper it seemed to carry. Years later he bottled that feeling: bath soaks built on mineral-rich Hawaiian sea salt, hand-harvested from a family-owned farm on the island of Molokai, with a promise attached to every purchase. For every pound of salt sold, a pound of trash is removed from the ocean. The name itself, Kaimana, means the powerful essence of the sea.
The brand already had its story, its product, and its cause. What it did not yet have was a home online where any of that could be felt. It needed a Shopify experience that could turn a first visit into a purchase, a purchase into a returning customer, and a customer into someone who believed in the cause, while establishing real authority in a crowded natural beauty market of clean, aquatic, sustainably minded brands. The feeling was the whole point, and it had nowhere to live.
The idea at the centre
We anchored the experience in the feeling the ocean gives: relaxed, inspired, welcomed. Every decision served one goal: to let someone reconnect with the sea from the comfort of home, exactly as the brand promises. Not a store that happened to sell bath soaks, but a threshold into a ritual, calm, clean, and aquatic, where the restorative essence of the water and the honesty of the cause were felt before a single product reached the cart.
The system
We designed and built the Kaimana storefront on Shopify as a considered, easy-to-navigate experience: clean product presentation on quiet backgrounds, a story and sustainability narrative given room to breathe, and a path to purchase kept simple and unhurried. Beyond the store, we shaped the brand's email journey in Klaviyo, a welcome series, an abandoned-cart flow, and a post-purchase series, each written to carry the same ocean-rooted voice and to deepen the relationship after the first visit. Product reviews, an Instagram feed, and an editorial blog gave the brand credibility and a living presence.
The resultKaimana now has a digital home that feels the way the ocean does:
calm, restorative, and quietly generous. The experience carries the founder's ritual and the brand's promise, that every purchase gives something back to the sea, from the first visit through to the message that arrives after a parcel lands.
"Thank you, Julieta! I'm really happy with how the website turned out. You did a fantastic job throughout the entire process and were receptive to my feedback. When an issue came up, you worked to fix it. I really appreciate the hard work, attention to detail, and care you put into this project. It's a pleasure working with you 🙂”
— Eli Aizenstat, Founder, Kaimana