Joe Doe Guitars is the creation of Ben Court, a Brighton, UK-based film and TV screenwriter who channels his storytelling talents into building custom electric guitars. Founded in 2017, the brand's defining concept is that each guitar is a "signature model" for a fictional character, complete with a detailed origin story, custom artwork, and themed accessories. Court's background in screenwriting infuses every instrument with narrative personality — from the Apollo moon landing-inspired Apollocaster to the Las Vegas casino-themed Gambler.

In 2018, Court partnered with Vintage Guitars (owned by UK distributor John Hornby Skewes) to produce the "Joe Doe by Vintage" line, making his imaginative designs available at accessible price points. These limited-edition production models — typically capped at 100 units per design — are built on Vintage's V52 and V6 platforms and feature Wilkinson hardware and pickups throughout. Notable models include the Lucky Buck (a semi-hollow T-style inspired by 1940s cowboy guitars), the Lucky Betty (styled after 1950s drag cars), the Punkaster, Jailbird, Salty Dog, Longboard, and the 2023 lineup of the Gas Jockey (a Stratocaster/Firebird hybrid with mini-humbuckers), Hot Rod (LP-style), and Gambler (T-style semi-hollow). Each guitar ships with a branded hard case, individually numbered certificate of authenticity, and curated "case candy" that ties into the instrument's story.

Court also produces a small number of fully custom one-off guitars each year, separate from the Vintage collaboration. A limited edition Apollocaster was auctioned to benefit UNICEF's Ukraine relief efforts in 2022. The brand has exhibited at NAMM and the London International Guitar Show.