Values to Communicate with branding and logo:
Some key words that come to mind: happiness, healthy, fun, helpful, an element of luxury, trustworthiness, wholesomeness, earthy and goodness.
Logo Stylistic Preference:
Some descriptors: Fun. Friendly. Warm. Entertaining. Wholesome. Cool. Perhaps edgy?
The logo should be clever. It should also be more minimal / simple instead of being complex / highly-ornate.
Note: the logo should be easy to print on all sorts of media (website, business cards, postcards, shirts, hats, other apparel).
Ideally it is also has a strong symbol so the brand is quickly recognizable (eventually)…
I am open to your creative input here, but I do like green, black, brown, orange, white. But please be creative!!!
Other comments / considerations:
1) I do want this to also look great when just in black and white format as well (in addition to the color version).
2) Add trademark insignia like: TM
3) Please see attached file with examples of competitor logos that I don't like, logos that I do like and some initial thoughts. But, again, please be creative!!