Where ancient tradition meets contemporary design, 12 establishes a new benchmark for premium matcha through an immersive brand experience crafted by Base Design in Manhattan’s NoHo district.
Matcha enters a bold new era with the launch of 12, a sophisticated matcha brand that balances cultural heritage with global ambition. Establishing its home at 54 Bond Street in New York City, 12 offers more than just a product—it delivers a carefully orchestrated experience that weaves the time-honored practice of matcha preparation with contemporary aesthetics from wellness, fashion, and design worlds.
Developed by an international team of culinary experts, scientists, and creative professionals, 12 represents a deliberate departure from the commodity-focused matcha market. The brand instead embraces the ceremonial aspects, intentionality, and artisanal craftsmanship that have defined Japanese tea traditions for centuries.
To realize this ambitious vision, 12 collaborated with Base Design, the renowned creative studio known for developing comprehensive brand universes across cultural, design, and retail sectors.
“Today’s matcha landscape is scattered, with inconsistent quality and narrative approaches,” explains Min Lew, executive creative director and managing director at Base Design. “12 aims to establish a new benchmark, highlighting matcha’s inherent qualities of craftsmanship, mindfulness, and expertise in a way that honors tradition while remaining accessible to contemporary audiences.”
From Japanese Tea Fields to New York’s NoHo
12 sources its exceptional matcha from Uji, Japan, a region celebrated for its master tea cultivators. Working in close partnership with tea expert Haruhide Morita, the brand developed a distinctive blend that respects tradition while welcoming newcomers. This commitment to excellence permeates the brand’s core identity—seamlessly combining cultural respect with modern sophistication.
With Base Design serving as creative director, the brand assembled an impressive team of collaborators. Dr. Christopher Loss from Cornell University engineered a precise umami-phytonutrient profile using charcoal filtration techniques.
Culinary innovation came through chef Francisco Migoya, who explored matcha’s versatility beyond traditional preparations, while industrial designer Michael Young refined the packaging experience. French architecture firm Ciguë designed an interior anchored by a striking green marble tasting table sourced from France’s Volvic volcano, engineered to embody the meditative essence of matcha ritual.
A Name With Multilayered Meaning
Even the brand name carries significant depth, referencing astrological systems, spiritual concepts, and the 12Hz brain frequency associated with states of calm alertness. “’12’ was selected for its universal symbolic resonance, creating an identity with broad appeal while remaining connected to matcha’s ancient traditions and philosophy,” Lew elaborates.
This harmonious blend of historical reverence and contemporary relevance defines 12’s essence. “This brand was conceived as more than another beverage option—it represents a moment of tranquility, a reset, and a method for reintroducing vitality into daily life,” adds Lew.
Intentional Design With Purpose
For Base Design, the 12 project represented a comprehensive engagement—spanning strategy, naming, visual identity, packaging, website development, and spatial design. The brand universe they developed is purposefully restrained yet rich with meaningful details.
The visual identity confidently incorporates green as a symbol of vitality and tranquility. However, as Carlos Bocai, associate design director at Base, notes, “12 employs green more strategically, with deliberate use of white space to establish the brand’s tone.”
Typography in branding plays a crucial role, with the GC-16 typeface striking a balance between functionality and expressive character, reflecting the tactile beauty inherent in the matcha experience. The logo displays remarkable versatility, featuring a handcrafted texture that evokes creativity and craftsmanship while adapting seamlessly across various applications.
Among the most distinctive brand elements is 12’s spherical, refillable glass packaging. It brings a fashion-meets-wellness aesthetic to the category while emphasizing sustainability and intentional design.
A Brand Built for Longevity
While deeply connected to traditional tea philosophy, 12 is engineered for lasting relevance. “We avoided chasing trends in favor of creating something timeless,” says Ross Gendels, associate creative director at Base Design. “The exceptional product quality speaks volumes, but the brand philosophy and character guided every creative decision.”
The brand’s digital presence received equal attention. Base Design developed a comprehensive website and digital toolkit to extend the brand experience across platforms, ensuring its sensory appeal translates effectively to online audiences.
Matcha With Deeper Meaning
Visitors to the Bond Street location discover far more than matcha—they enter a sensory landscape that honors centuries of tradition while communicating in a thoroughly modern voice. From the distinctive green marble tasting table to the thoughtfully curated product display, every element reinforces 12’s vision of mindful indulgence.
In essence, this is a brand that transcends beverage service to deliver meaning, beauty, and artisanal craft.
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