Page of Cups 2
When considering the color example images you sent over I noticed that I could take the palette from the chocolate bars and simply lower the opacity to achieve a similar palette to the beach scene banner.
Lowered opacity opens up the option for some nice overlays, which to me heightens the ocean/sea vibe. I traded out the wave forms from the previous label for a softer and more organic waveform that plays better with the the overlays. Both of these (overlays and no solid boarders) makes the composition more fluid and loose, which could help generating multiple size and shape labels.
Page of Cups 1
To first address your question about the type on the logo, I can see why you are exploring alternatives, but I wonder if with some tweaks the original one could work.
What I like about the original: I really like the treatment of the "of" that breaks up the to two 4 letter words and fact that it is lower case to give the other two words more emphasis.
However the weight of the type is too wimpy next to the line weights of the logo mark. The space between the "o" and "f" in "of" seems odd to me. Lastly the spacing and proportions of the type are visibly off.
I also played around with the secondary type guessing that you were wanting more variation between the two lines.
See the side show below on the alterations with and without a grid overlay:
Using the above results and all the info you sent over on the form and email I took my first stab at an example label. In these examples the yellow color would work really well as a foil.
I thought it could be interesting to mimic the wave forms in the logo as elements in the label. I also threw in some secondary colors to make the label more lively, these secondary colors cold also change between products?
This example is a bit experimental in that the actual front of the product would be the right edge of the label. This way when the label wraps around the jar there could be an intentional gap between the ends creating a window of sorts, that would show off the the product inside. (you can see what I mean in the last image of the mockup.) Not having the label wrap fully around is also a way to hide any misalignment, through application without a labeling machine.