How to salvage a logo design after 3 revisions when concepts feel generic?

[Daniel.M]

I'm launching a small-batch craft hot sauce company, and I'm at the stage where I need a logo design that reflects our brand's values of quality, heat, and a bit of quirky personality. I've been working with a freelance designer, but after three rounds of revisions, the concepts still feel generic and don't stand out on a crowded shelf. For other small business owners, how did you navigate the logo design process to get a result you loved? What specific feedback or direction was most helpful for your designer, and at what point did you decide to seek a new designer if the collaboration wasn't working?