The devil's in the detail but you might need a new pair of specs if you’ve missed the latest infernal addition to one of Maidstone’s busiest junctions.

A lurid red sign depicting a demon has appeared in Tonbridge Road to promote Totally Wicked, the town's newest e-cigarette shop.

Yet despite only opening on Saturday the new store already raised eyebrows and has some local councillors seeing red.

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Cllr Fay Gooch (Ind) has complained to Maidstone Borough Council on the grounds the grinning devil is "unpleasant" and could pose a distraction for drivers.

Cllr Stephen Paine (Con) agreed, adding: “I knew nothing about the proposal until the signage went up this week.

"Sibley Pares were advertising the site as a potential food takeaway - so I was quite surprised to see a vaping shop open up instead.

"Whilst I have nothing against vaping shops, and I’m pleased to see this empty building put back into use, I think the signage is a bit distasteful.

"At one of the busiest junctions in the borough, nothing says ‘welcome to Maidstone’ quite like a grinning, vaped-out picture of the devil overlooking us all!"

The shop has also attracted the ire of some local residents, including mum-of-two Lizzie Hare, leader of Protect Hermitage Lane.

"Nothing says 'welcome to Maidstone’ quite like a grinning, vaped-out picture of the devil overlooking us all..." - Cllr Stephen Paine

She has launched a petition calling on the firm to ban people from using its products outside at any time and raised concerns about the proximity of some schools.

Under current UK law it is illegal to sell to sell e-cigarettes or e-liquids to anyone under the age of 18.

Loose Road resident Mark Best works near the new shop. He said the signage had also left him scratching his head.

He said: "I am not too keen on it. It doesn't fit in that well and it is close to schools and might it even be encouraging people to start smoking? I don't know."

Bradley Gammon is the manager of Totally Wicked - his first ever business.

The Bexhill-on-Sea resident said: "At the end of the day it is a new business and I am just someone who is trying to earn a living. For the last two years I have been working seven days a week to be able to open my store.

"I am willing to work with the council on a solution that satisfies both parties."

A spokesman for Maidstone Borough Council said: "We have received a complaint about this sign and one of our planning enforcement investigation officers will be visiting the premises this week to investigate."

What do you think of the new store? Send your thoughts via email to dgazet@thekmgroup.co.uk or comment below.