Black Sheep will be a line of products that do the dirty jobs we don't like to talk about. The first product product will be a black odor eating bag that will eat up the funky smell that is in your gym bag, locker, diaper bag, or 15-year old son's room. (We love our 15-year old son, we just don't want to smell like him. Or his room.)
The target audience audience knows they have a bad smell thing going on and is embarrassed to ask for help. The solutions they've looked up either are cleaners that leave a disinfectant smell, or new age-y odor killing bags that they are concerned aren't strong enough to do the job.
The Black Sheep Odor Eating Bags will eat the odor and eliminate the smell.
The brand's personality is masculine, tough, and competent. Black Sheep fancy themselves bad asses, and they assume people don't like to talk about them. So the brand needs a bad ass logo, and the the bags themselves will be black so they aren't super-visible. A sense of humor can definitely be a part of the logo (the brand eats body odor and poop smells for a living, so hey), but if the best logo plays it straight, the humor will come out in the advertising. It's a dirty smelly job and somebody has to do it, so Black Sheep to the rescue.
Because the products will be black and the logo will be printed directly on irregular surfaces, the winning logo will need to have a version that works well as reversed white or light grey on a black background, with bold enough lines that the printing won't break up on, for example, canvas or burlap.