Founder Feature: Single Origin Soy Sauce and Award Winning Branding with Christine Liu and Clarissa Wei of HEYDOH
Christine Liu and Clarissa Wei, co-founders of HEYDOH, explain how they identified a gap in the $40–59 billion global soy sauce market for single-origin options in US grocery stores. They detail their product development process, including consumer surveys that led to a 'Classic' and 'Silky' SKU split, and a branding pivot from a failed 'Robinhood-app' design to an award-winning identity with agency here4. The founders also discuss operational challenges, specifically a 25% glass bottle breakage rate solved by Spirited Shippers inserts, and a shipping cost reduction strategy using Handled Commerce.