KIM BATEMAN
Hell's Fire
Hell's Fire
Building a Brand Around a Flagship Product
A distinct brand and ecommerce experience built to take Hell’s Fire from a standout fire starter to a growing line of fire-starting products.
The Problem
Hell’s Fire had a strong product, but it needed its own identity.
Originally sold alongside Sophos Survival products, Hell’s Fire needed to stand apart as a recognizable brand with its own voice, visual identity, and ecommerce presence.
The flagship Fire Starting Clay provided the foundation, but the brand needed room to grow beyond a single product.
The Goal
Build Hell’s Fire into a brand that could grow beyond a single successful product.
Create a distinct identity and Shopify store around the flagship clay while establishing a foundation for additional fire starters and an expanding Hell’s Fire product line.
What I Built
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Hell’s Fire visual direction
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Dedicated Shopify ecommerce store
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Store architecture and navigation
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Mobile-optimized shopping experience
- Conversion-focused product pages
- Product merchandising and listing graphics
- Brand messaging and product positioning
- Ecommerce structure designed for an expanding product line
The Result
A flagship product became the foundation for its own brand.
Hell’s Fire now has a distinct identity and ecommerce presence separate from Sophos Survival, with the Fire Starting Clay positioned as the flagship rather than the entire brand.
The store gives Hell’s Fire room to expand into additional fire starters and future products without losing the bold personality that made the original product stand out.
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