Water, air, matcha. A seemingly simple formula, yet, when crafted with the finest materials, it becomes something exquisite. 12 brings exceptional tea craftsmanship to NoHo neighborhood with its café and retail store at 54 Bond St.
In a world saturated with coffee-adjacent trends and fleeting wellness fads, how does a matcha brand cut through the noise? 12 was never meant to be just another option on the menu – it was conceived as a moment of calm, a reset, a way to bring vitality back into daily life. Base and the 12 team envisioned the brand as more than a product – it's an experience to be savored.
Base didn’t just create the brand – we helped assemble the ecosystem around it. From packaging to interior design to the in-store journey, every element was designed to make 12 a category of its own.
Visually, BaseNYC took a bold approach – leaning into green as a symbol of vitality and serenity with intentional use of white space to set the tone. A visual identity system inspired by matcha on its essence: everything starts with the powder, a potent source of energy that rises, culminating in a system with matcha particles that form the logo and other visual elements.
In a world saturated with coffee-adjacent trends and fleeting wellness fads, how does a matcha brand cut through the noise? 12 was never meant to be just another option on the menu – it was conceived as a moment of calm, a reset, a way to bring vitality back into daily life. Base and the 12 team envisioned the brand as more than a product – it's an experience to be savored.
Base didn’t just create the brand – we helped assemble the ecosystem around it. From packaging to interior design to the in-store journey, every element was designed to make 12 a category of its own.
Visually, BaseNYC took a bold approach – leaning into green as a symbol of vitality and serenity with intentional use of white space to set the tone. A visual identity system inspired by matcha on its essence: everything starts with the powder, a potent source of energy that rises, culminating in a system with matcha particles that form the logo and other visual elements.
12 Matcha
Base, 2025
Creative Director: Min Lew
Associate Creative Director: Ross Gendels
Associate Design Director: Carlos Bocai
Design: Darius Wang, Harry Laverty, Kristina Bartosova
Digital Director: Mirek Nisenbaum
Account: Harry Laverty
Strategy: Sarah Labuda
Copywriting: Katerina Mery
3D: Alec Burns
Architecture: Cigue
Case Study Design: Wu Tong, Romain Bourillon
Case Photography & Film: Michal Carbone, Brennan Freed
Food Styling: Sean Dooley
