Developed by global creative agency M&C Saatchi, the new branding aims to internationalise Limerick.

It was the subject of much interest last year when Ami James and the stars of the hit US television show Miami Ink rolled into Cork city to set up a unique tattoo parlour in collaboration with Ross Nagle from Limerick’s All-Star Ink.

Some of the world’s best known tattoo artists jetted in to Ireland for the opening of the Love Hate Social Club, which unlocked its doors for the first time in Cork on Saturday.

Liverpool defender Daniel Agger is keeping his latest tattoo secret as the ink isn’t even dry on the creation at Limerick City’s All Star Ink Tattoo studio.