Orchard Thieves wanted something bold for the on-trade to engage its target audience and increase rate of sale. This needed to live under the brand's new Fox It philosophy which was that those who followed the Fox and embrace the moment would be rewarded. 

Welcome to Fox It Ink, Ireland’s first travelling tattoo studio.

How it worked was simple, a pair of mates got to pick a tattoo from our Bold Book of bespoke designs for each other. Only there was a catch, the design was not revealed until it was on their skin. 

We collaborated with world-famous tattoo artists to create our series of designs, each one inspired by a part of the Fox It philosophy. 

Fox It Ink travelled around the country visiting 100s of bars, letting 1000s of people create their own mark of Boldness.