The Beverly Farmers’ Market, located in Edmonton, Alberta, boasts of being the friendliest market in the city. Their reputation deserved a logo that exemplified the bounty and warmness of their market. I was tasked with creating a friendly and inviting logo that launched the market into the digital space to showcase their heartwarming reputation.

I started by sending the client a brief to learn more about the market. I wanted to get a firm grasp on the culture of this market so that I could develop a matching logo that truly exemplified the things they were proudest of. I also did my own research about the farmers’ market, including the types of vendors, the history behind the market, the neighbourhood itself, and other competitors in the city of Edmonton.

Primary Logo

beverly farmers' market logo

Alternate Logo

beverly farmers market logo sideways

From there, I sketched multiple logos and sent the client three designs I felt most highlighted the brand of the market. From there, we went through three rounds of revisions to land on the final product. This logo is fresh, vibrant, and full of festive colours that highlight the youthful feel of the Beverly Farmers’ Market.

fresh, vibrant, and full of festive colours that highlight the youthful feel of the Beverly Farmers’ Market

color swatch tomato redcolor swatch carrot orangecolor swatch corn yellowcolor swatch leafy green


Mockups were presented to the client that showcased the myriad opportunities to display the new logo throughout the market. A logo guide was also provided to the client to highlight all of the features of their logo, including colors, typography, and margin requirements.

beverly farmers market logo guide mockup
beverly farmers market canvas tote bag mockupbeverly farmers market honey jar mockupbeverly farmers market brown paper bag mockup
beverly farmers market icon pattern tomatoes carrots and corn

Patterns + Icons

corn icon illustrationtomato icon illustrationcarrot icon illustration

The client was excited for the modern, friendly look and versatility of the icons included with the package.