A clear, friendly look is portrayed through the use of the single story 'a'. There is subtle non-uniformity on the terminals; a clean 45 degree cut on the ascender crowns the logo with that all-important touch of class- perhaps mimicking a chopped vegetable, while the 's' terminals are horizontal in comparison to the angled terminals of the 'r' and 'e'.
On closer inspection, what first strikes the viewer as a very simple typeface becomes infact very intricate. Take a look at the bowl of the 'r' and 'a'; the weight of the line is gradually reduced to create a graceful merge with the stems.
Additionally, the kerning between letters is not consistent. Infact, the top of the 'W' actually overlaps the spacing of the bowl of the 'a'. The same occurs between the 'r' and the 'o'.
The final observation is the colour. Olive green: fresh and natural.
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