Let’s start with our logo: The Fezant—a cheeky little dandy, isn’t he?

This story begins on the day our Founder Josh Linfitt was born, in a hospital up North. On the ward, In the bed next-door to Josh’s Mam Linda, was another woman who had also just had a boy. He was named Tom.

Some time later, their mothers reconnected and compared notes, sharing the names of their sons, Josh and Tom. After individual conversations with their Mams, the lads realised and the penny dropped. Fast-forward a few years, and they became proper friends.

At 19, Josh was bartending in Sheffield, sharing a house with Tom and some other friends.
One day, they went for a walk that ended in a sunny beer garden. A few drinks in, Tom whilst staring at the table started giggling, curious, Josh asked what was so funny.
Tom said, “Haha… Pheasant.” and pointed at a engraving he had scrawled into the beer garden table with a penknife, the “artwork” was a tiny ant wearing a fez, just like that, a ridiculous idea was born.

Josh made Tom a bet:
Josh: “I’ll bet you a tenner and a pint I will get that tattooed one day!”
Tom didn’t hesitate: “You’re on!”

Years later, Josh was living in Cornwall. A world-renowned tattoo artist happened to be traveling the UK and had an hour to spare while meeting a friend.
Remembering the bet, Josh didn’t hesitate—and the Fezant was inked on his right leg!

In their late twenties, Tom and Josh hadn’t seen each other for a while. They met again in a beer garden. Josh showed Tom the tattoo. Without a word, Tom went to the bar, came back with a pint placed it in front of Josh and slid a tenner across the table. The bet was settled.

When it came time to design this logo, Josh realised it needed to reflect everything this story represents:

• A person of their word, like Tom the pint and that tenner.

• Friendship and connection, the kind that lasts from one hour old to decades later.

• Commitment, symbolised by a tattoo—permanent, visible, and meaningful.

• Diligence and collaboration, embodied by the ant, quietly working toward something greater.

The ant represents strength in persistent actions—success achieved through steady effort for the benefit of everyone. And the Fezant wears his fez with style and panache, because life should be full of smiles and laughter.