Joe's Bar is a 20,000 square foot warehouse-style venue located near Lincoln Park in Chicago, famous as country music venue in Chicago which hosts both national and local country music acts. Joe’s specializes in sports, live music and private room parties where each offers its own unique environment.
They wanted a design that somehow incorporated a tough country feel combined with the sports aspect, as they have over 120 large TVs for viewing games. The original brief was to design a t-shirt for general merchandise sale, but they liked it so much they used for their primary identity as well. It's a bit busy to be used as a logo as it doesn't scale well. After the tee design was completed, I did a simplified version for logo use at their request, but they use the complex design instead.