Texas Joe's and Studio Norse take on the Dragons' Den

Texas Joe’s is now set to appear on Sunday’s edition of Dragons’ Den in a bid to raise funds for his business.

The unconventional pitch sees Joe perform a song, in his deep Southern drawl, before explaining to the Dragons: “Jerky is a growth sector, back home, it’s as big as hell and half of Texas. So we wanted to give the folks over here a true taste of Texas. I reckon it’s like craft beer; people want to taste something authentic that isn’t smothered in preservatives and additives.”

After securing investment – we won’t spoil it and tell you which Dragon - Norse helped refresh the look and feel of Texas Joe’s, working with Hatch Print of Nashville, responsible for some iconic Americana, having created original posters for Elvis and Johnny Cash.

Of working with the brand, Simon Shaw, creative director at Norse, said: “It’s been a blast. Joe is the kind of guy you instantly like. He’s a polite Southern gent who has been parachuted in to Kentish Town lock, stock and boots.

"He has an infectious passion for all things Texas and a ten gallon mouth when it comes to Texan food. It’s been hugely enjoyable journey liaising between Nashville, San Diego, London and Leith. We’re proud of our collaboration and helping Joe deliver something that looks and sounds different.”

Joe added: “The finished brand looks as fine as cream gravy, something we’re immensely proud of. We’ll be extending the brand real soon, adding more flavours and some BBQ sauces. So we’ll definitely be riding with the folk at Norse again.”

UPDATED: The logo and brand identity was created by ByVolume.