Jamie Oliver, known for bringing healthy and delicious eating to the masses as well as running some of the most popular restaurants in the UK, has opened a new venture in Cornwall. Like many new restaurants, Fifteen Cornwall will combine superior food with sustainable and local foods. Unlike other restaurants, Fifteen Cornwall will include an on-site charity, a program designed to help underprivileged youth get on-the-job training in food services.

The Fifteen Cornwall UK restaurant logo design stands out from its competitors in the use of a magenta colour palette. The image is of two stylized chairs on either side of a stylized table. While the drawing is simple and angular, the edges are rounded for a friendlier, more inclusive feeling. The restaurant name is written in a font that is almost identical in style to the restaurant, but in a business-like gray. This juxtaposition of hard lines with rounded edges, hot pink with cool gray, is representative of the duality of this restaurant/charity programme.

The Cornwall Foundation of Promise, which is tied into the restaurant, is a programme designed to give Cornish young people a second chance. Young people are being trained for successful careers as chefs. Working with this restaurant doesn’t just set them up for a lifetime of achievement, it exposes them to the best practices of running a restaurant from one of the globe’s most recognized experts in the field.

One key aspect of this brand is location. Cornwall is not just a location, but half of the restaurant’s name. Cornwall has a flagging economy, which would make many chefs pause before choosing it as a new restaurant location. However, the area has many things going for it. Most notably, the town has a local population dedicated to promoting its cause as well as natural coastal beauty that is known throughout the world. It is ripe for a gourmet edge.

Another unique brand aspect is the charitable nature. While the focus is on excellent food, the pull of the socially conscious aim is undeniable. Jamie Oliver has publically stated that he will not financially benefit from this venture, which is funded with a mixture of public and private monies. The restaurant is tied to his other restaurants, most notably Fifteen, but has a very different aim.

A last brand aspect is the tie to celebrity chef Jamie Oliver and his other mentionable works. As mentioned above, it is named so that it appears to be a Cornish extension of his existing restaurants. Oliver will serve on the board of directors and oversee key aspects of the establishment. Because Jamie Oliver is well-known, this creates a brand promise of world class excellence by attaching with the food and drink logo design.

This restaurant is sure to attract new visitors to scenic Cornwall as well as help many youth get a better start in life. The combination of these social aims along with delicious food that is local and ‘green’ is sure to bring a whole new edge to the area and provide new opportunities for Cornish residents. That’s a noteworthy aim for any brand.