12 and Base Design redefine matcha rituals with a sensory-driven launch in New York's NoHo

A new chapter for matcha begins with the launch of 12 — a contemporary brand rooted in tradition and driven by global ambition. Located at 54 Bond Street in New York City, 12 offers more than just matcha; it delivers a curated experience where ancient rituals meet the aesthetics of wellness, fashion, and design.

To bring this vision to life, 12 collaborated with creative studio Base Design.

With Base Design acting as creative director at large, the brand curated an impressive roster of collaborators.

Dr. Christopher Loss of Cornell University engineered a precise umami-phytonutrient balance using charcoal filtration. Culinary innovation came from chef Francisco Migoya, who explored matcha's potential beyond the cup, while industrial designer Michael Young refined the packaging experience. 

For Base Design, 12 was a true 360° collaboration—spanning strategy, naming, visual identity, packaging, web design, and spatial concepts. The brand world they created is intentionally minimal, yet rich in thoughtful detail.

The visual identity embraces green as a symbol of vitality and calm, though, as Carlos Bocai, Associate Design Director at Base, explains, " 12 uses green sparingly—paired with generous white space to set a refined, meditative tone. "

Typography plays a central role, with the GC-16 typeface striking a balance between utility and character, echoing the tactile elegance of the matcha ritual. The logo, with its handcrafted texture and adaptable form, reinforces a sense of creativity and craft.

One of the standout elements is 12’s spherical, refillable glass packaging—a fashion-forward, wellness-inspired design that’s both sustainable and striking on the shelf.

For more information on the design, visit Base Design's website or follow them on Instagram .

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