Friday Likes 531
Some fairly extreme variety across design and clients this week, with work from New York, Norwich, and Paris. 12 by Base Design 12 is a new matcha café in the Noho neighborhood of New York, NY. Founded by entrepreneur Alan Jiang, 12 sources its matcha from Hotta Katsutaro Shoten Co. in Japan and works with its tea master, Haruhide Morita, as well as with flavor scientist Dr. Christopher Loss to offer the most authentic and sublime matcha possible. The identity, designed by the New York office of Base Design, revolves around a stunning “12” logo that is constructed (or more like deconstructed) from “mini particles” that capture “the multifaceted sensations of drinking matcha”, which is a feeling I can not attest to as I’m not the biggest matcha fan but this logo and the photography of