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.
Every aspect had to be intentional: the balance of elements, the precision of preparation, and the artistry of presentation. Crafting matcha at the highest level required not only sourcing the finest tea leaves but also assembling the finest minds. 12 needed a team of experts who shared a relentless commitment to excellence – ensuring that mastery extended beyond the cup and into the brand's very essence. More than the product itself, the challenge was creating a space that fully immersed guests in the matcha ritual – where design, science, and sensory experience work harmoniously together. Every sip, every detail, every moment had to reflect the same dedication to vitality, purity, balance, and innovation.
Solution
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. To bring this vision to life, BaseNYC helped 12 curate a "collective of masters," refining every layer of the experience to craft a brand unlike any other.
Flavor scientist Dr. Christopher Loss of Cornell University fine-tuned the perfect balance of umami, phytonutrients, and depth, using charcoal filtration to enhance extraction. Parisian architecture studio Ciguë designed a space that honors matcha's meditative nature – centering the experience around a striking green marble tasting table sourced from France's Volvic volcano together with a custom-built charcoal filtration system. Culinary innovation came through James Beard Award-winning chef Francisco Migoya, who expanded matcha's potential beyond the cup, while industrial designer Michael Young redefined product innovation with precision and intention.
Visually, BaseNYC took a bold approach – leaning fully into green as a symbol of vitality and serenity. The identity bursts into mini-particles, capturing the multifaceted sensations of drinking matcha and giving the brand a dynamic range of moods and moments. 12 is a brand that isn’t just seen or tasted, it’s felt. It's a return to craft, mastery, and a deeper connection between tradition and the present – shaping a memorable and contemporary brand.
