FIELDHOUSE COFFEE CO.
Brand Story & Voice — 2026
EST. 2016

Everybody's got
a home court.

Neighborhood Roastery · Since 2016
06:00
Opens Daily
4
Roasts on Deck
1
Block, Since Day One

The Basics

Founded2016, Portland OR
FounderMarcus Iginla
Before thisRec-league basketball coach
Roasts weekly~140 lbs, small batch
Named forThe gym down the street

Brand Story

Coffee for the ones
who show up.

Before Fieldhouse was a coffee shop, it was Marcus's nickname for the beat-up rec center where he coached youth basketball for eleven years — the place everybody ended up, win or lose. When the gym's old coffee cart shut down, he started bringing a thermos. Then two. Then a proper urn. By the time he opened an actual storefront two blocks away, the name had already stuck.

The shop kept the gym's spirit on purpose: house-blend named "Home Court," a chalkboard that tracks regulars' orders like a stat sheet, and a standing rule that nobody drinks alone if they don't want to. It's a coffee shop built like a team — you're either already on it, or you're about to be.

— Adapted from founder interviews, Fieldhouse Coffee Co.

Tagline Exploration

Finding the line

THREE DIRECTIONS TESTED · ONE MADE THE CUT

OPTION A Coffee, Brewed for the Team.
OPTION B Your Neighborhood's Sixth Man.
SELECTED Everybody's Got a Home Court.

Voice & Tone

How Fieldhouse talks

Warm, not precious

SAYPull up a stool, we saved you one.
NOTIndulge in an artisanal seating experience.

Plain-spoken

SAYDark roast, no fuss.
NOTA bold expression of terroir.

Team-first

SAYOn the house — you were here yesterday too.
NOTLoyalty rewards program enrollment.

In Use

Applied around the shop

FIELDHOUSE
Cup Sleeve
HOME COURT
Staff Patch
TODAY'S LINEUP
HOME COURT ROAST — $4
DRIP, BLACK — $3
CORTADO — $4.50
REGULARS DRINK FREE FRI
Chalkboard Menu
FIELDHOUSE COFFEE CO. · BRAND STORY & TAGLINE · PORTFOLIO CASE STUDY