In its gradient-led identity system for 12, Base Design captures the transformative journey of matcha

Matcha’s wave of popularity shows no signs of slowing down, thanks to its uniquely ‘calm’ energy – something caffeine enthusiasts are seeking during turbulent times. Products in the market vary widely in both quality and presentation, from premium teas sourced from Japan’s finest regions to lower-grade varieties that emphasise Western styling and health benefits. 12, in its product and approach, is all about one thing – respect for the “art and story of matcha.” Rather than the commodity-focused approach to matcha, 12 instead focuses on the experience. The traditional matcha tea ceremony, for example, is a quiet moment of focus, both meditative and ceremonial. The precise movements and mindful preparation create a sense of stillness and intention that’s rare in today’s fast-paced world. This reverence for tradition and craft is woven into every aspect of 12’s identity. “The meticulous process of harvesting the leaves, the blend of tradition with innovation in processing, and the simplicity of three ingredients coming together to create something extraordinary were all key elements that shaped our approach,” notes Base Design’s Associate Creative Director Ross Gendels. “The team at 12 feels more like a collective of craftsmen, innovators, scientists, and artists than traditional matcha makers or tea distributors. Our goal was not to simply communicate a product, but to convey a deeper sense of belief, lifestyle, or philosophy.” 12’s brand world, created in collaboration with international creative firm Base Design, is rooted in the transformative journey of matcha powder – how the leaf transforms into energising particles. This is expressed through a stippled gradient effect used throughout the identity – from the ‘12’ logomark to a series of geometric patterns – that feels evocative of both matcha’s gradual energy release and its distinctive powdered form. “The stippling motif took a lot of trial and error to ensure the perfect balance of pattern density and colour consistency across various sizes and applications,” notes Gendels. “While we faced technical challenges in program crashes and memory usage, we wanted to stay committed to artistry.”