There are several reasons:
First: logo is a part of the packaging. Complicated and very-detailed logo will not add to the packaging. On the contrary, it will make packaging look busy and a bit amateur.
Second: logo has to be on the header of the site. Due to the last trends in digital design, logo should be simple enough to be visible on the small resolution devices, e.g. smartphones, which are 70% of site browsing engagement.
Third: current logo looks more like a tattoo, we have to find ways to make it look more commercial.
This presentation includes different versions of the logo — some of them are just a logo fine tune, some of them look completely different, making a strong brand for the multiple ranges of SKUs.