I tend to prefer simpler designs -- nothing that looks like you added clipart. Nothing too intricate or frilly.
My target retail audience is primarily females, living in the suburbs, between the ages of 30 and 55, from households with incomes over $75,000. Most are married, with kids, and they are well-educated with the majority having college degrees, including many with masters or doctorates. About 1/2 currently work outside of the home. They are interested in food, especially whole foods like their grandmothers used to make. They watch Food Network or food shows on other stations, and they either subscribe to or frequently buy cooking and/or recipe magazines. They tend to be busy, so the retail cafe will provide a relaxing place where they can indulge. While the cafe will provide the atmosphere and the single serving affordable indulgence, most sales will actually come from orders for parties, holidays, morning meetings, etc.
I will also have a wholesale business providing baked goods to local coffee shops, caterers, and hotels, so the logo should work for this group as well. However, it is not as important that the logo motivate this group as these types of sales work differently anyway.
My recipes are primarily southern-style passed down from my grandmother who was from Alabama. I plan to emphasize that they taste better because I start with quality, whole ingredients with no preservatives, no bleaches, and no mixes. The primary competition in my area is the bakery dept. inside grocery stores and Costco, so I will not be able to compete on price. I need to motivate my audience to bypass these departments and drive to my store because the extra care, quality, and taste are worth it.
I will also offer custom cakes for weddings and other celebrations. These cakes are very unique, and are well beyond anything you could purchase in a grocery store or Costco. You can view my current custom cake offerings on the Gallery page at http://www.centerstagecakes.com.