• The vibrant green color of matcha is at the core of a new identity for 12, a new matcha store in Manhattan. Created by Base Design, the new branding also replicates the foam of the green tea drink as well as suggests the quiet moments the beverage affords.
Matcha can be regarded as a commodity product found on many restaurant menus, but Base created a sense of luxury and exceptionalness for 12. Min Lew, executive creative director and managing director at Base Design, says the branding is meant to inspire “a moment of calm, a reset, a way to bring vitality back into daily life.”
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• Starbucks’ trademark green is considered by the company to be its most valuable brand asset. To better showcase that color, starting on May 12, employees will be required to wear a black shirt beneath the green Starbucks apron, as well as blue, black or khaki bottoms.
Other branding reinforcements include bringing back handwritten notes on coffee cups, ceramic mugs for in-store enjoyment, and a scaled-back menu that stresses coffee over food.
