More struggles designing a logo

This is going to be my biggest struggle isn’t it? I keep going back to that coffee cup with the S’s for steam. Is that too generic though? Coffee is comforting and warm and welcoming, but does it show whimsy and adventure?

Ugh.

I also was working on some other ideas, a few monogram inspired, some that focus on the ampersand, and a couple of keys - which I like but don’t love.

At some point, I should probably be narrowing down, not trying to come up with more ideas - but here’s one more for now:

What if I don’t have a symbolic logo, just a wordmark? I guess I should start looking into fonts!

(Also, I keep coming back to that coffee cup with the S's as steam. Maybe I rejected it too quickly...)