Fireball Safety Workwear

Creating a standout FR workwear brand for the US market

The Objective

To create and position a new online brand focused on selling flame-resistant (FR) workwear into the US market. The goal was to break through a crowded, traditional market with a brand that speaks directly to safety managers and workers across oil & gas, electrical, construction, mining, and manufacturing sectors.

The Solution

We began with a full brand audit of US-based FR suppliers and quickly saw the opportunity to stand out with a fresh approach. After moving away from the original name “Totally Safe Workwear,” we created Fireball Safety Workwear - a bold, memorable brand built to break the visual mould of the competition with a cool, contemporary identity.

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To bring it to life, we developed a Shopify-hosted e-commerce website, designed for both individual orders and bulk procurement. We also launched their digital presence with a fully set up Google Merchant Centre and managed their Google Ads campaigns to drive traffic and conversions.

The Result

Fireball Safety Workwear now stocks a growing range of flame-resistant products from trusted suppliers like Stanco Safety Products, Flamesafe Workwear and more. The brand is on it's way to establishing itself in the US FR drop-shipping space and now supplies FR workwear in bulk to teams across oil, gas, electrical, construction, and manufacturing. Fireball works closely with safety managers to ensure ongoing, reliable supply arrangements.

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"Dovetail nailed exactly what I was looking for - a brand and website that looks sharp, runs smoothly, and instantly stands out in a saturated market. Their team took the time to understand where I wanted to take Fireball and delivered beyond expectations."

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- Jeremy , Owner & Operator, Fireball Safety Workwear