The logo/image should convey luxury, decadence, desire, simplicity, savor, deliciousness, cool. The target demographic is an affluent, hip, professional or artist. Someone who spends money on having quality things in life. Someone who knows Dean & Deluca in Sonoma, who stays at Auberge Du'Soleil, the Van Trapp Family Lodge, or Chatham Bars Inn.
Brand should be aspirational, happy, induglent.
Logo should be hip, elegant, trendy, alluring, and appetizing.