Neverspoons | Jen Hingley Creative

Neverspoons was launched in 2020 with a simple aim: helping people discover and support independent pubs by clearly distinguishing them from larger chains.

The idea quickly resonated with the public, becoming a viral hit with over 18,000 downloads in its first week. The app has since been featured by BBC News, TimeOut, The Independent, Metro, Gizmodo and Channel 5, and was recognised as 'Best B2C App of the Year' at the UK App Awards.

I joined the project in 2022 to help establish a stronger visual identity, improve the user experience and support the platform's continued growth. A key challenge throughout was introducing improvements without losing the independent spirit and community-driven personality that had made the app successful in the first place.

Brand identity

As the platform grew, it became increasingly important to establish a clearer and more cohesive brand identity.

Working closely with the team, I helped define how the organisation articulated its mission and values before translating those ideas into a visual identity that reflected the platform's independent and community-driven nature.

The resulting identity drew inspiration from independent hospitality venues, combining bold letterpress-inspired typography, an off-kilter but approachable turquoise palette and a distinctive beer-mat motif. The outcome felt at home alongside the businesses the platform champions, while remaining recognisable in its own right.

Improving the user experience

Although the original app had achieved significant success, it had also accumulated a number of functional and usability issues across both iOS and Android.

To understand where improvements could be made, I conducted a full UX audit alongside a review of user feedback, app store reviews and reported issues. The findings were consolidated into a series of recommendations that informed updated user journeys, revised functionality and early interface concepts.

Initial app structure mapping and wireframing

Updating the User Interface

With the updated brand identity and revised user journeys established, the next stage focused on redesigning the interface.

Alongside introducing new functionality, I modernised the visual experience and improved accessibility across the product. Particular attention was given to navigation, readability and reducing friction within key interactions, helping create a clearer and more intuitive experience for users.

The Explore area of the app, showing a map of nearby independent pubs

The Saved area of the app, showing a number of pubs that a user has previously marked as 'saved'

The available filtering options within the Explore area to show different kinds of establishments

Supporting collateral

The refreshed identity was also applied across supporting marketing touchpoints, including the website and app store assets, creating a more consistent experience across the wider Neverspoons ecosystem.

The Neverspoons website, showing app visuals, press coverage, features, and routes to download the app

Recognition and impact

The project provided an opportunity to work across both brand and product design within a fast-growing digital platform focused on supporting independent businesses during a particularly challenging period for the hospitality industry.