I had a chance to browse your portfolio and I know you can get to something we like. Try to work on integrating the graphic element in the font. You can explore more than just than gift wrap: both something subtle or abstract could work.
And try to work on the "z" it is the "strange" factor in the word.
as a reference from your portfolio I like WorkoutWonks, Clearview Construction or EDIConnect because the graphic element is part of the font.
talking about your latest entry, #39 maybe i have not been clear: i like the way you were workin on the "z" in #31. What I would like to see is some graphical element added to the S, but somenthing that is not a gift pack :)
i think that your #54 could be the one you should focus on.
Here is what I would do: create a simple graphic to put on the left of the "s" so you have the excuse to make the "s" white like it is now. and make the "u" connected to the shape of the same color that is defining the S.
Maybe I'm not clear... take your #54 and just expand the concept that you have on the "s" create some graphical element to justify the piece on the left.