About Perpetual Vegetable
SPIRITUALLY GROWN, NATURALLY SELECTED
The Randhawa family has grown fresh produce for countless generations. From seedling to harvest, and produce aisle to dinner table, our positive energy, respect, and craftsmanship can be witnessed in every pepper and cucumber we pack in the Perpetual Vegetable Co. brand.
Kan Randhawa immigrated to Canada in 1978 with little more than a dream of
continuing the family tradition of farming. He started as a farm worker in BC’s Lower Mainland and, after many years of tireless work, was able to purchase five acres of his own land and began growing raspberries.
Over time, he added land and diversified into greenhouse-grown seedless cucumbers and peppers. Today, the entire Randhawa family grows a variety of fresh produce (year-round) under the Perpetual Vegetable Co. label.
Their greenhouse operation is over 100 acres, with naturally more production on the way. Kan’s three sons (Ajay, Vijay, and Amit) share their father’s passion for fresh produce and are expanding on his proud and determined legacy of greenhouse growing.
My Role
LEAD CREATIVE OF BRAND & MARKETING
Creative Design
Social Marketing Strategy
Content Creation
Community Initiative
External Leadership &
External Budgeting &
UI/UX Design &
Brand Decks
A Brand Evolution
SAME INGREDIENTS, NEW FLAVOUR
To honour the family’s deep agricultural roots and multi-generation legacy, I refreshed their brand with a cleaner, bolder, and more modern visual identity in 2022. The updated logo maintains the authenticity of their heritage while elevating clarity, balance, and shelf impact.
Every element from typography to colour, packaging accents, and digital assets was refined to create this cohesive system that feels both eye-catching, bold and true to the spirit of the Randhawa family’s commitment to quality.
Creative Design & Art Direction
SPIRITUALLY GROWN, NATURALLY SELECTED
This stage brought the evolved brand to life across every touchpoint which ensured consistency, clarity, and a modern visual language no matter where it appears. From print and packaging to digital storytelling, community initiatives, internal materials, and large-format displays, each element was designed to feel unified, intentional, and unmistakably theirs. The goal was to create a system that not only strengthens brand recognition but supports the family’s legacy with a polished, bold, eye-catching presence.
Key Focus:
Unified print, packaging & digital
Clear booth & campaign systems
Consistent internal materials
Cohesive social content
Scalable design framework
Sub-Brands & Packaging
ONE ROOT, FOUR BRANCHES
To elevate their shelf presence and distinguish their expanding product line, I created four distinct sub-brands within the main brand ecosystem. Each identity features its own look, personality, and strategic purpose while still feeling true to the BLANK family brand. I also assisted the client through the trademarking and patenting process in North America to ensure each concept was protected as the line grew.
Key Goals:
Four clear sub-brand identities
Strong shelf impact
Distinct SKUs across the lineup
Cohesive parent brand system
Trademark and patent support
Perpetual Kitchen Recipes
PACKED WITH PERPETUAL GOODNESS
To help customers connect with the new product lines in a meaningful and practical way, I designed and built a dedicated recipe section for the website. This hub showcases the products in real dishes, highlights their versatility, and drives awareness of the four new sub-brands. Clean layouts, appetizing visuals, and simple user flows were used to inspire customers, support product education, and strengthen the brand’s presence across digital touchpoints.
Key Goals:
Showcase products in real recipes
Increase awareness of new sub-brands
Create an easy, inspiring user experience
Strengthen brand presence across the site
Digital Marketing & Socials
DRIVING GROWTH ACROSS EVERY CHANNEL
I supported the brand’s growth with a fully managed digital marketing ecosystem covering strategy, execution, and ongoing optimization. This included building and managing their Meta Business Manager and Google accounts, allocating budgets across campaigns, and developing content pipelines that kept their audience engaged. From contests and community-driven posts to structured content calendars and seasonal promotions, every initiative was designed to increase visibility, strengthen the new sub-brands, and drive measurable results across all channels.
Key Focus Areas:
Budget planning and campaign management
Meta Business Manager and Google Ads setup
Social campaigns, contests, and promotions
Monthly content calendars and workflow systems
Consistent brand presence across all platforms
