Ghost sign on the end of a terrace of shops, built with flats above. This is Station Road, Ashington.

The sign is advertising matches. Will do a bit of research to see if I can find an image with less deterioration ...

The wording is "Puck Matches" with "British & Best" in smaller letters underneath.
There is, apparently a similar sign in Bridge St., Blyth, a nearby town.
So I think this was, probably, a local or regional, brand rather than a national one.