Forty Wink created and hand-painted a vibrant window mural for the Old Strathcona Farmers’ Market, using bold typography, floral motifs, and nostalgic local references inspired by the market’s refreshed brand. The mural brings the community spirit to life and adds a splash of character right at the entrance.
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For the summer of 2025, we were brought in to design and paint a window mural for the Old Strathcona Farmers’ Market as part of its refreshed brand launch. Using the market’s updated visual identity as a foundation, we created a playful, hand-painted mural featuring bold custom typography, whimsical floral elements inspired by Alberta farmland, and nods to local heritage like vintage city buses. Every detail was crafted to reflect the spirit of the market—community-focused, welcoming, and proudly local.
The mural not only adds colour and character to the market’s exterior, but also acts as a visual celebration of its values. By combining nostalgic references with a fresh, modern style, the piece bridges the market’s history with its future. It’s become a cheerful and recognizable landmark, inviting people in while showcasing the creativity and care that goes into everything inside.
As part of the refreshed brand identity for the OSFM, we set out to create a charming window mural that would visually express the market’s values and invite the community into its next chapter.
The goal was to transform the exterior windows into a bold, joyful mural that captured the energy, heritage, and local pride of the market. We envisioned something more than branding—an artwork that would speak to the soul of the market and its place in the neighbourhood.
The Idea
Inspired by the brand’s core values and visual guidelines, we created a mural that proudly reflects the market’s identity: local, approachable, and deeply rooted in Edmonton’s community. Guided by the principle to “honour history while looking forward,” the design became a visual narrative of who we are and what we stand for.
Drawing on the brand’s expressive typography, colour palette, and mission, we translated strategy into street-level storytelling. Check out the Market’s about page for a closer look at the history behind their rebrand.
The Execution
We brought the mural to life using bold hand-painted type that mirrors the rebrand’s visual language. Whimsical floral motifs bloom across the windows, nodding to the rich agricultural land that surrounds our city and fuels the market. Historic city buses weave through the scene, anchoring the market in a sense of time and place. Playful characters add personality and charm.
This installation is more than a visual enhancement; it’s an embodiment of the brand in action. Every element was created to resonate with our community and to reflect a market that is both rooted in tradition and ready for the future.
The mural sparks curiosity, celebration, and a sense of ownership. Locals stop to take photos, vendors can see themselves reflected in the artwork, and the market’s refreshed identity extended seamlessly from its print and digital materials onto the street.