Peckish is the game-changer the grocery industry has been waiting for by Co-op, this first-of-its-kind app is all about championing independent retailers and supporting those beloved local shops — the ones that have been holding down neighbourhoods for years, often family-owned, at the heart of our communities. It’s time to give the power back to the people, to let customers shop their local favourites, while giving small stores the platform they deserve to reach them.
Co-op knows now is the moment to back the businesses that are the backbone of our communities, especially as the demand for online convenience is accelerating. Peckish makes life easy for both retailers and shoppers with a seamless platform, leaning into Co-op’s trusted delivery partners, JustEat and UberEats. After a successful trial with 30 Nisa stores last year, Co-op is investing £1 million in its first year, with a goal of reaching 1,000 stores — and it’s just getting started.
Now, local communities can satisfy cravings, top up the essentials, and feel good about supporting their independent stores with Peckish.
SomeOne were asked to create the strategy, name, identity and brand UX integration across the entire brand for launch.
The qcomm landscape is fierce and moving fast. Independent retailers know they’ve got to evolve to stay relevant, but the question is: how? And who can they trust? Enter Peckish. The key? Co-op stays in the background using its expertise within the sector, positioning the app as the ultimate partner for locals. That way, independent retailers feel secure knowing they’ve got the backing of one of the UK’s leading convenience brands. Co-op intends to enable independents, the reason for putting the spotlight on the local.
“Supporting local” isn’t just a tagline for Peckish — it’s its DNA. It’s about flipping the script on traditional retail, giving control back to the local stores and their customers. The bold identity and fresh approach are ready to disrupt the grocery sector, and no one saw it coming.
Peckish. It’s punchy, full of personality. Built from the ‘supporting local’ strategy, this name is born from the way people talk about food. It’s not just a brand; it’s a conversation starter, one that keeps the conversation rolling through every step of the user journey. “Feeling Peckish?” isn’t just a question — it’s a statement. One that taps into cravings, convenience, and the local love that fuels it all. You won’t forget it.
Injecting the Co-op Brandworld isn’t just a background detail — it’s part of what gives Peckish its edge. You’ll see the iconic Co-op blue and its custom headline font throughout, giving the app that unmistakable Co-op connection. But we didn’t stop there. The Peckish brand adds its own distinct bite brand behaviour informed from the name, plus a set of playful illustrations that guide users through the entire journey. It’s a unique blend of Co-op’s trusted heritage with a fresh, bold attitude. Peckish isn’t just about convenience; it’s about giving consumers and retailers something that’s easy, fun, and unmistakably local.
“Working with SomeOne in building the Peckish brand, has been an incredible journey. They have supported on everything from smaller details to feeding into a much bigger long-term strategy, ensuring that this brand has longevity and ties into the bigger Coop brand. Peckish is everything I envisaged and more – thank you for helping us imagine and create it!”
The library of illustrations, brought to life by Miguel Ángel Camprubí, adds a playful charm to the Peckish identity. They’re not just there for decoration — they own the journey. From fresh, local produce to lightning-fast delivery and top-tier service, these illustrations capture it all with an attitude that says, “This isn’t your average grocery app.” Each step is a visual treat, proving that convenience doesn’t have to be boring.
“An industry-first app for our beloved local independents deserved an identity that’s as local as they are. Enter the expressive ‘bite’ — a punchy brand property that flexes in static and digital comms. It’s more than just a graphic; it’s ready to sink its teeth into the competition and shake things up.”
“Striking the tension between authenticity and charm, the Peckish identity is a delicious melting pot of BrandWorld goodness, from characterful illustrations to animated treats, all whilst encompassing a Co-op soul.”
SomeOne Team:
Shaun Turnbull — Creative Director
James Bell — Lead Designer
Beth Galea — Head of Accounts
Illustrations:
Miguel Ángel Camprubí