Studio: Espina

E-commerce Website Design For Nowadays Cleaning Brand

They turned a loud brand into a checkout machine.

ESPINA Studio created a vibrant, e-commerce-focused website for Nowadays, a New York-based cleaning company known for its detergent cubes. The digital experience translates the brand’s playful and high-energy identity into an intuitive, conversion-driven shopping journey that feels cohesive and engaging from discovery to checkout.

Insights

The main challenge was not creating a new identity, but making Nowadays’ already loud, high-energy look navigable and conversion-focused.
ESPINA translated the brand’s visual energy into UX/UI and development choices that used identity elements as navigational anchors, guiding users from discovery to checkout.
Nowadays' product story is unusually specific: concentrated cleaning cubes that replace bottled liquid detergent, with messaging like "Drop the cube and go. No measuring. No plastic."
The storefront details reinforce the e-commerce angle, including laundry detergent cubes at $14.99 and toilet cleaning cubes at $17.99, plus scent names like “Barefoot Somewhere,” “Sunday Morning,” and fragrance-free.
ESPINA Studio is a Mexican studio and Shopify Partner/Expert, and the case explicitly frames success as “purchase conversion” and a “seamless journey” rather than just visual flair.