This is the branding for the premium matcha brand '12'. Located at 54 Bond Street in NoHo, New York, it encompasses wellness, fashion, and design. '12' collaborated with global design studio Base Design to develop the brand strategy, naming, package design, website, and space design.
The brand’s matcha is grown in Uji, Japan, and was developed in collaboration with tea master Haruhide Morita. Dr. Christopher Ross of Cornell University worked on the filtration technique to maximize flavor and nutrients, and chef Francisco Migoya, from Ferran Adria’s team, developed new recipes. The tasting table, made of green marble from the Volvic volcano in France, was designed by Parisian architecture studio Ciguë.
The brand name '12' has astronomical and spiritual symbolism, and is named after the brainwave frequency of 12Hz, which represents concentration and tranquility. The green color, which symbolizes matcha, is used in a restrained manner, and the wide margins and white are actively used to give a refined impression. The logo emphasizes the craftsmanship by utilizing the texture that seems to be handcrafted, and is designed to be flexibly used in various media. The spherical refillable glass container pursues sustainability and aesthetics at the same time, breaking down the boundaries between fashion and wellness.
