Despite being surrounded by lazy pastures and slow bending rivers, Ye Olde Smugglers Inne in Alfriston still sought out high quality design to edge themselves forward in their market. With the challenge of designing a new pub sign and logo for them, our work began on getting the typography right. Moving away from the typical ‘standard package’ fonts that are so commonly in this type of context, we drew our inspiration form original sources. Adding to the authenticity we crafted the 4 meter pub sign out of a single piece of elm and carved in the lettering by hand.