For an underground club and lounge in Downtown New York, inspiration stems from the gritty history of alternative and punk clubs in the city. In the modern age, Minus 1 sets out to keep the heritage of underground clubs literally underground by maintaining an elusive password entry and elite membership program. 

(2021)

A box of complimentary matches serves as promotional material. Imagery on the box displays the club as a meeting place for recklessness and refinement. The Minus 1 logo is reminiscent of grunge typography popularized in the 1990's. The 1 physically being lowered emphasizes the fact that the club is underground.

The evasive password card maintains the club's mysterious and secretive attributes. The password is concealed by a scratch off in the shape of a redaction from the text. Additionally, the grungy photography on the back further represents the idea of sharing a secret.