Case study 05 — E-commerce · Shopify
Twenty2 Nutrition
A supplement store built to convert.
The Shopify store for Twenty2 Nutrition, a US brand selling third-party tested supplements, protein and women's activewear, with subscriptions, reviews and a rewards program built in.
01 — The challenge
What the store needed to do
Supplement buyers want proof before they pay: testing, certifications and real reviews. Twenty2 needed a store that puts that trust up front, makes it easy to shop by goal, and grows repeat orders through subscriptions and rewards, all without slowing the site down.
02 — My role
A custom Shopify 2.0 theme
As a freelance project, I built the storefront on Shopify's Dawn theme, extended with custom Liquid sections the team can rearrange from the theme editor, and wired in the apps that run subscriptions, reviews, loyalty and email.
03 — What I built
Key sections
- A product-led hero banner with one "Shop all" call to action
- A trust bar: third-party tested, GMP certified, Informed Sport certified and quality ingredients
- Shop-by-goal category cards: Fuel & Recovery, Daily Wellness, Prenatal & Fertility, Apparel
- "Real People, Real Wins" slider with customer photos and video, backed by Judge.me reviews
- A "Become a Member" rewards section and a blog carousel
- Product pages with one-time vs subscribe-and-save options, flavour picker, FAQ accordion and related products
04 — Front-end craft
How it's built
- Shopify Online Store 2.0: JSON templates and custom Liquid sections, so every block is editable without code
- Seal Subscriptions on product pages for "Subscribe & save 5%" repeat orders
- UpCart slide-out cart drawer with upsells, plus Shop Pay and Shop Pay Installments at checkout
- Judge.me reviews and star ratings on product cards, Smile.io rewards, and Klaviyo email capture
- Built on Dawn's lightweight, accessible base with lazy-loaded images, and tracked through Google Tag Manager
05 — On the page
What the store runs
Figures from the live store as of October 2026.