We focused the brand on Grass Roots' natural, organic, and locally sourced ingredients. The restaurant's emphasis on sustainable and ethical farming practices was also reflected in the brand's messaging and imagery. The brand also conveys a sense of simplicity and approachability, as the menu is described as featuring "seasonal and approachable meals." Overall, the brand appeals to health-conscious individuals who are looking for fresh and flavorful food that is good for both the body and the environment.