Base Design has developed the brand identity for 12, a venture centered on the preparation and retail of matcha. The visual language leans into a minimalist aesthetic, pairing clean typography with a distinct color palette of vibrant green and white. The project incorporates a range of graphic techniques, including stippled gradients, halftone dot textures, and geometric vector elements to create a consistent look across both digital and physical touchpoints.
The identity extends from packaging—such as paper shopping bags and branded boxes—to environmental design, including the interior of a minimalist cafe space featuring stainless steel and soft, ambient lighting. The project is documented through a combination of live-action cinematography and motion graphics, which showcase the contrast between raw organic matcha powder and precise industrial processing. This visual system positions the brand within the food and beverage sector with a focus on tactile textures and a sharp, modern layout.
