{"id":40960,"date":"2025-04-14T18:00:00","date_gmt":"2025-04-14T09:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=40960"},"modified":"2025-04-14T08:55:49","modified_gmt":"2025-04-13T23:55:49","slug":"newyork-premium-matcha-12","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/04\/14\/newyork-premium-matcha-12\/","title":{"rendered":"New York Premium Matcha Brand &#039;12&#039;"},"content":{"rendered":"<p>This is the branding for the premium matcha brand &#039;12&#039;. Located at 54 Bond Street in NoHo, New York, it encompasses wellness, fashion, and design. &#039;12&#039; collaborated with global design studio Base Design to develop the brand strategy, naming, package design, website, and space design.<\/p>\n\n\n\n<p>The brand\u2019s 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\u2019s team, developed new recipes. The tasting table, made of green marble from the Volvic volcano in France, was designed by Parisian architecture studio Cigu\u00eb.<\/p>\n\n\n\n<p>The brand name &#039;12&#039; 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.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Client: 12<\/li>\n\n\n\n<li>Creative Director: Min Lew<\/li>\n\n\n\n<li>Design: Base Design<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10-1024x576.jpg\" alt=\"\" class=\"wp-image-40962\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10-1024x576.jpg 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10-300x169.jpg 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10-768x432.jpg 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10-1536x864.jpg 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10-1320x743.jpg 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10-600x338.jpg 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-10.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(C)12<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11-1024x576.jpg\" alt=\"\" class=\"wp-image-40961\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11-1024x576.jpg 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11-300x169.jpg 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11-768x432.jpg 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11-1536x864.jpg 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11-1320x743.jpg 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11-600x338.jpg 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-11.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(C)12<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12-1024x576.jpg\" alt=\"\" class=\"wp-image-40963\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12-1024x576.jpg 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12-300x169.jpg 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12-768x432.jpg 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12-1536x864.jpg 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12-1320x743.jpg 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12-600x338.jpg 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-12.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(C)12<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13-1024x576.jpg\" alt=\"\" class=\"wp-image-40964\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13-1024x576.jpg 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13-300x169.jpg 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13-768x432.jpg 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13-1536x864.jpg 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13-1320x743.jpg 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13-600x338.jpg 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-13.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(C)12<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14-1024x576.jpg\" alt=\"\" class=\"wp-image-40965\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14-1024x576.jpg 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14-300x169.jpg 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14-768x432.jpg 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14-1536x864.jpg 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14-1320x743.jpg 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14-600x338.jpg 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-14.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(C)12<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15-1024x576.jpg\" alt=\"\" class=\"wp-image-40966\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15-1024x576.jpg 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15-300x169.jpg 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15-768x432.jpg 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15-1536x864.jpg 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15-1320x743.jpg 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15-600x338.jpg 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-15.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(C)12<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16-1024x576.jpg\" alt=\"\" class=\"wp-image-40967\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16-1024x576.jpg 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16-300x169.jpg 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16-768x432.jpg 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16-1536x864.jpg 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16-1320x743.jpg 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16-600x338.jpg 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-16.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(C)12<\/figcaption><\/figure>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">More and Sources<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.12matcha.com\/\">https:\/\/www.12matcha.com\/<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>\ud504\ub9ac\ubbf8\uc5c4 \ub9d0\ucc28 \ube0c\ub79c\ub4dc \u201812\u2019 \ube0c\ub79c\ub529\uc785\ub2c8\ub2e4. \ub274\uc695 \ub178\ud638(NoHo)\uc758 \ubcf8\ub4dc \uc2a4\ud2b8\ub9ac\ud2b8 54\ubc88\uc9c0\uc5d0 \uc704\uce58\ud588\uc73c\uba70, \uc6f0\ub2c8\uc2a4, \ud328\uc158, \ub514\uc790\uc778\uc744 \uc544\uc6b0\ub985\ub2c8\ub2e4. \u201812\u2019\ub294 \uae00\ub85c\ubc8c \ub514\uc790\uc778 \uc2a4\ud29c\ub514\uc624 \ubca0\uc774\uc2a4 \ub514\uc790\uc778(Base Design)\uacfc \ud611\uc5c5\ud574 \ube0c\ub79c\ub4dc \uc804\ub7b5, \ub124\uc774\ubc0d, \ud328\ud0a4\uc9c0 \ub514\uc790\uc778, \uc6f9\uc0ac\uc774\ud2b8, \uacf5\uac04 \uc124\uacc4\uae4c\uc9c0 \uac1c\ubc1c\ud588\uc2b5\ub2c8\ub2e4. \ube0c\ub79c\ub4dc\uc758 \ub9d0\ucc28\ub294 \uc77c\ubcf8 \uc6b0\uc9c0\uc5d0\uc11c \uc7ac\ubc30\ub418\uba70 \ucc28 \uc7a5\uc778 \ubaa8\ub9ac\ud0c0 \ud558\ub8e8\ud788\ub370\uc640 \ud611\ub825\ud574 \uac1c\ubc1c\ud588\uc2b5\ub2c8\ub2e4. \ucf54\ub12c\ub300 \ud06c\ub9ac\uc2a4\ud1a0\ud37c \ub85c\uc2a4 \ubc15\uc0ac\uac00 \uac10\uce60\ub9db\uacfc \uc601\uc591 \uc131\ubd84\uc744 \uadf9\ub300\ud654\ud55c \uc5ec\uacfc \uae30\uc220\uc744 \ub9e1\uc558\uace0, \ud398\ub780 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":40968,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1988,407],"tags":[815,2057,2058],"class_list":["post-40960","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-graphic-archive","category-archive","tag-815","tag-2057","tag-2058"],"acf":[],"jetpack_featured_media_url":"https:\/\/designcompass.org\/wp-content\/uploads\/2025\/04\/12-09.jpg","publishpress_future_action":{"enabled":false,"date":"2026-05-13 10:24:07","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/40960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/comments?post=40960"}],"version-history":[{"count":0,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/40960\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media\/40968"}],"wp:attachment":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media?parent=40960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/categories?post=40960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/tags?post=40960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}