The Izzi Pet brand was developed to represent a new concept for the pet delivery market: an online petshop friendly to local merchants. This value proposition needed to be represented in the brand, as the purpose of the app

is to keep the doors of neighborhood petshops open, even with the advancement of large chains. We found semantic and cognitive affinity for this business model in bees. They live and work together, represent collectivity, collaboration and unity. And besides, intelligence and efficiency are attributes of this animal that are part of

common sense, very relevant characteristics to be associated with a delivery brand.