Goode Co. Armadillo Palace

Longnecks and two-steps.

People & Purpose

Spanning half a block in Houston’s heartland, Goode Co.’s Armadillo Palace is the Goode family’s one-of-a-kind tribute to all things Texas. Originally the brick-and-mortar home of their retail arm (now entirely online), it was converted into a little honky tonk, and then majorly revamped and expanded decades later under Levi’s direction. With one dance hall, two bars, three stages, and a state-of-the-art kitchen serving indoors and out, the Armadillo partners the communal atmosphere of a traditional Texas ranch house with a live music and event venue unmatched this side of heaven.

Services

  • Verbal Identity
  • Visual Identity
  • Writing
  • Website Design
  • Print System
  • Signage & Wayfinding
  • Merch System
  • Naming

Partners

  • Kudos NYC
  • Mike Guillory
  • Jody Horton
  • Ken Manthei
  • Designed by Shea
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The Armadillo expansion included a new specialty cocktail bar. To name and brand the bar-within-a-bar, we took our cue from the Goode family’s longtime friend and local music icon, Leon “Pappy” Selph. Pappy was credited with penning the famous fiddler’s tune about a luxe passenger train, The Orange Blossom Special, and known for his love of good whiskey. The Orange Blossom Bar was born as homage to his legend.

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