Daily Logo Design Challenge Day 21

This is day 21 of my daily logo design challenge. Today's brief was to design a logo for a Granola brand. The prompt called for a particular focus on target audience and to design a logo that would speak to that audience. A primary audience of hikers, soccer moms, or business people skipping lunch would yield different concepting directions.

Name ideas include Crunch, Yumm, Pack & Trail

I have opted for the Yumm brand proposition with a primary audience of outdoorsy people and sports enthusiasts. Among them would be surfers leading to a very recognizable imagery. That theme quickly led to a logo proposal that revisits the double M as a series of waves.

This concept is part of a daily challenge series. The ideation process is voluntarily limited in scope to keep the challenge manageable and going on a daily basis. So the proposal is not perfect in my mind. Objectively the logo's readability may be questioned in its current implementation.