Heather E. Vaughan is a health practitioner who runs her own practice. She was looking to Brand her small business in a juicy, gritty and homegrown way. We chose the beet as a symbol of that essence.
We took a lot of inspiration from Tom Robbins:
"The beet is the murderer returned to the scene of the crime. The beet is what happens when the cherry finishes with the carrot. The beet is the ancient ancestor of the autumn moon, bearded, buried, all but fossilized; the dark green sails of the grounded moon-boat stitched with veins of primordial plasma; the kite string that once connected the moon to the Earth now a muddy whisker drilling desperately for rubies."