In their own words
The matcha market today is highly fragmented, with varying degrees of quality and storytelling.
12 is here to set a new standard, elevating matcha's qualities of craftsmanship, mindfulness and mastery in a respectful yet relevant way for generations to come.
Articles & interviews3
- "12 and Base Design Launch Matcha Revolution at Bond Street"
Base Design has created a comprehensive brand identity for 12, a new premium matcha brand launching its flagship café at 54 Bond Street in New York. The project spans strategy, naming, packaging, digital, and spatial design, blending Japanese tea tradition with modern wellness and fashion sensibilities. Collaborations include scientists, chefs, and designers to craft a holistic, sensory brand experience.
- Anthony Zukofsky on the multidisciplinary balance of design, education and writing in his practice
The Brand Identity interviews New York-based designer and educator Anthony Zukofsky about his multidisciplinary practice that spans design, teaching, and writing. Zukofsky discusses his career path through studios like Pentagram, Google, and Instrument, his teaching role at the School of Visual Arts, and his approach to balancing creative and academic work. The conversation highlights his reflections on leadership, learning, and the evolving nature of design practice.