David drinks to design success.
A university graduate has set up a business turning out great designs for beer mats.
And David Simm's creations are already proving a hit with tegestologists - that's the name for avid collectors of beer mats.
Mr Simm, who has a degree from Huddersfield University, has formed Red Lion Design.
Now the business is providing a design service for independent pub owners and small chains.
The company provides bespoke beermats, advertising and promotional material for its clients.
It is also expanding to design clothing for bar staff and kitchen workers as well as outdoor pub signs.
Red Lion Design also creates websites to help small pub operators to compete with their bigger rivals.
One of Red Lion's clients, The Dog and Doublet, in Sutton Coldfield, has already received requests for its beer mats from collectors as far away as Australia and New Zealand - where English pubs are all the rage.
Mr Simm made his first sale when he was an A-level student in his native Barnsley. A local licensee asked him to design a set of beer mats for his chain of 15 pubs.
Mr Simm, now living at Milnsbridge, returned to the idea at Huddersfield University, where he gained an honours degree in business computing with multimedia.
Red Lion Design is based at the Business Mine on the university's Queensgate campus. Business Mine provides advice and support for students and recent graduates setting up fledgling firms.
As well as working for the pub trade, Red Lion Design has put together websites for a firm selling swimwear and is developing a site for the West Yorkshire Water Polo League.
It is also devised a website for the West Yorkshire Knowledge Exchange - a group enabling firms in the digital sector to call on the expertise and knowledge of academics at West Yorkshire's four universities of Huddersfield, Bradford, Leeds and Leeds Metropolitan.