Needle is a location based app that provides a curated list of coffee spots, eateries and bars in London.

The target audience are men and women aged 25-40 with high disposable income, who enjoy exploring their city and trying out new places. They value quality food and drinks, but don’t have the time to vet endless options on google maps.

The brand voice is trendy, honest, and down to earth. When browsing, users want to get a feel for the style of venue, so I have used a short description to highlight the store’s unique features. But they will also be using the app on the go, so we have clearly tagged and highlighted important features for quick reference.