For some, preparing matcha is a deeply meditative ritual. It’s not popping into the Starbucks around the corner for a quick “treat;” instead, it’s a highly intentional act of mindfulness.

So, it stands to reason that if you launched your own matcha brand and cafe that speaks to the craftsmanship of the drink, you’d want a visual identity that’s just as considered. And that’s precisely what you get with 12, courtesy of Base Design. Nearly everything about the brand feels anti-CPG, with an overwhelmingly calm and subdued identity that feels timeless and lyrical and very luxe.