West Berkshire Council has a long list of tough rules to maintain the character of Northbrook Street, including a moratorium on illuminated signage, which are considered too metropolitan.

Superdrug installed the illegal signs a couple of weeks ago, and has been ordered to remove them by the planners. However, it has now lodged a planning application, and will be hoping for the thumbs up.

Earlier this year, American coffee shop Starbucks completed an entire shop refit before planning permission came through, after planners revealed themselves almost powerless to prevent the breach.

However, when Snappysnaps tried to get away with a bright yellow frontage on its Bartholomew Street shop next to St Nicolas church, manager Mark Arrowsmith was given short shrift by planners, and he had to repaint it all green.

Town hall politicians will discuss the Superdrug signage on Monday, but is likely to object at the illuminations.