Although it might seem hoaky, I like the Preissig treatment. Consider Journal and Vendetta as well.

My main worry though is the logo's horizontal expanse.

hhp

I like the first, second, and fifth ones myself.


Hrant, what's a Preissig treatment?

It's the style of font used in the last example. Learn more here.

Oh, ugh.

Oh, ugh?

Something like this (below

"Oh, ugh" for the pressig thingie, Scott.

Karl, I just realized: Carter's Alisal would be wondeful for this.

hhp

Karl, I'm sorry but your client is asking you to design a Blivit, you know 10lbs of s(word) in a 5lb bag. I think you should campaign to have the overall idenity be split from the brand name. Isn't the overall idenity somewhere else on the communication. The brand and its sub brand should stand alone. Thats my opinion, Dan

One visual problem I'm having with this is how many typefaces there are in this one logo. I'm afraid that I would try to find a family that was both sans and serif, or sans with a smallcaps. Something that didn't clash too much with the one you apparently have to use. And I also agree that it seems very horizontal.