any chance of some feedback via the official channels? don't mind if it's an elimination - just would like to know if I'm on the right or wrong track. thanks in advance.

Hi, we haven't eliminated any of the submissions yet. We're still waiting for one of our partners to get back so we can meet on it.

My initial comments on the logos you sent - correct me if im wrong - you sent 2 logos right?
The first one is where the logo is in a diamond shape and the second one is the logo is tilted sideways from the first.

For me, the first one looks better than the second one except for the font size. I think the font is too small. The diamond logo you made is pretty creative (I can see the representation of the cactus plant) but its not the look i was looking for. The logo had a feel that its an insurance company or probably a bank.

I was hoping for a more distinguishable look, one that you could immediately recognize even from a distance. Maybe its the shape of the logo that's making me think it isn't very distinguishable. Most banks have their logo on one side and the name of the bank follows after it. Plus, we'll be putting the logo on the main entrance of the stores. Most likely on the glass door of the stores.

Please dont get offended with my comments. These are just my opinion. Maybe my 2 other partners dont feel the same way.

No offence taken, gives me something to build on.
if there's an opportunity to provide feedback at a later date then it would be great if you could use the feedback channels. Discussions about a design between a Project Owner and the Designer should ideally take place privately, away from the Comments Board.
Best wishes, Mark.