A new chapter in the world of matcha begins with the introduction of 12, a modern matcha brand with global aspirations and deep cultural roots. Located at 54 Bond Street in New York City, 12 offers more than just a product or a location – it provides a carefully curated experience that blends the ancient tradition of matcha with elements of wellness, fashion, and design.
Supported by a diverse group of culinary, scientific, and creative experts from around the world, 12 aims to redefine the matcha market by focusing on ritual, intention, and craftsmanship inspired by Japanese tea ceremonies. To bring this vision to life, 12 collaborated with Base Design, a global creative studio known for their work in art, design, and retail.
„The current matcha market is fragmented in terms of quality and storytelling,“ explains Min Lew, Executive Creative Director at Base Design. „12 seeks to establish a new standard by elevating the craftsmanship, mindfulness, and mastery associated with matcha in a way that is respectful and relevant for future generations.“
12 sources its matcha from Uji, Japan, working closely with tea master Haruhide Morita to develop a blend that respects tradition while welcoming newcomers. The brand’s dedication to excellence is evident in every aspect, blending cultural respect with modern refinement.
With Base Design overseeing the creative direction, 12 collaborated with experts like Dr. Christopher Loss and chef Francisco Migoya to create a unique matcha experience. The brand’s interior, designed by Parisian firm Ciguë, features a stunning green marble tasting table sourced from France’s Volvic volcano to enhance the meditative essence of the matcha ritual.
The name „12“ holds multiple meanings, from astrological connections to the 12Hz brain frequency associated with calm and alert mental states. This blend of ancient wisdom and modern sensibilities defines 12 as a brand that offers a moment of calm and vitality in daily life.
Base Design’s involvement in the 12 project extended to every aspect, from strategy and naming to visual identity, packaging, website development, and spatial design. The brand’s visual identity uses green as a symbol of vitality and serenity, complemented by a carefully chosen balance of white space. The typography and logo were designed to reflect the tactile beauty of the matcha experience, with a focus on flexibility and craftsmanship.
One of the standout features of 12 is its refillable glass packaging, designed to be both visually striking and environmentally conscious.