Nestled just inside the downtown entrance of the 50th Street 1 train, Nothing Really Matters is one of Times Square’s best-kept secrets. Tucked beneath a Duane Reade and concealed behind a darkened storefront, this hidden gem reveals a neon-lit bar stocked with an impressive selection of spirits.

For their spring cocktail menu, they wanted to channel the aesthetics of the Prohibition era, embracing the mystique of speakeasies. Inspired by this vision, I explored two distinct directions:

• The first menu draws from my collection of vintage cocktail ephemera, incorporating typography and layouts reminiscent of the early 20th century.

• The second version takes inspiration from historical imagery of Prohibition-era bars, capturing the mood and design sensibilities of the time.

Both variations aim to transport guests to an era of clandestine cocktails and underground revelry, aligning seamlessly with the bar’s hidden and nostalgic atmosphere. The designs were also incorporated into the menu display box outside the entrance, reinforcing the bar’s vintage aesthetic from the moment guests arrive.