12 Matcha
Description
Water, air, matcha. From this simple formula, 12 Matcha emerges as a contemporary ritual in the heart of New York, in Manhattan’s NoHo neighborhood, reframing matcha as a moment of calm, craft, and vitality in everyday life.
Founded by Alan Jiang, the brief was to build a contemporary matcha brand from the ground up, one rooted in centuries-old tea craftsmanship yet resonant with a design-literate New York audience. In a landscape crowded with coffee culture and wellness trends, the challenge was to cut through the noise with clarity, intention, and experience.
Base Design acted as a true creative partner, leading strategy, naming, visual identity, spatial expression, packaging, and digital design. Inspired by the ritual and precision of matcha-making, every element was designed with restraint and care. A focused green palette evokes vitality and serenity, while custom typography and micro-particle graphics echo the texture and sensation of drinking matcha.
