Soy sauce has a habit of disappearing into the background. It sits on restaurant tables and in kitchen cupboards, used so routinely that few people could name the place it was brewed, let alone the person who made it. Chaz Zayed wants to change that.
His new brand, DOJO, launched in Austin on 8 October, is built around a family brewery established in 1902 in the Japanese mountain town of Kamikawa. Today, according to the company, it is run by two sisters, including Mami, who oversees production. The soy sauce is made with four ingredients (organic soybeans, organic wheat, sea salt and mountain spring water), fermented and matured in cedar barrels for nearly two years, then slowly pressed through cloth.
There's considerable value in knowing where something comes from. In a conversation with the goods, Ogilvy's Rory Sutherland argued that “consumers pay a premium for known provenance.” He was talking about specialty coffee, where growers, regions and production methods have become part of the appeal. His broader point was that identifying the people and places behind a product gives consumers more to appreciate than the finished ingredient alone.
Zayed comes from fashion, and it shows. DOJO's packaging draws on Japanese indigo dyeing, sakura blossoms and the fugu, a pufferfish associated with good fortune. Yet the bottle itself is practical, with a narrow squeeze nozzle inspired by those used in Japanese restaurant kitchens. For all the attention given to its production, DOJO is intended to be used generously and often.
It's an appealing proposition: taking an ingredient many Americans use without much consideration and introducing them to the people, traditions and time behind it. DOJO's first release is listed as sold out, with another batch expected in November.
It answers two threads I've been tracking. February's What We're Tracking: Defaultcore looked at brands engineered to become the automatic choice. Its naturally lower sodium arrives inside a habit that already exists, the principle behind April's What We're Tracking: Stealth nutrition.
We spoke to Zayed about Japanese craftsmanship, the thinking behind DOJO's identity and the strangers who helped him build the business.
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What did you see in the category that the established players had overlooked?
I think we've completely overlooked where our soy sauce comes from. I've been to restaurants where soy sauce is served in an unmarked glass dispenser, and somehow the presentation makes you believe it's higher quality. We see bottles with Japanese-inspired branding and assume they're authentic, without ever questioning where the soy sauce was actually made or who's making it.
I think soy sauce has lost its heritage in the American conversation. There's so much history behind it, but very few brands are telling those stories on a national level. For me, that story begins in Japan, but every culture and region producing soy sauce deserves recognition. I want DOJO to celebrate the people behind it.
How did you approach building the brand's visual identity, and what did you want people to feel?
I wanted DOJO to honor Japanese heritage while speaking to a modern consumer. Soy sauce has centuries of history and craftsmanship behind it, but I wanted the packaging to feel more approachable yet premium. Something you'd proudly leave on your kitchen counter or in your fridge.
Japan was a huge inspiration throughout the design process. The deep navy draws from Japan's history of indigo dyeing, which I especially appreciate coming from a fashion background, while the pink takes inspiration from sakura blossoms. I added reflective silver accents to give the label another dimension. I want this to feel like a piece of art.
Our logo, a Japanese pufferfish called fugu, came from my first trip to Japan, where a local explained its connection to good fortune. I loved the idea of every bottle carrying a little luck! Even the squeeze bottle has a connection to Japan. While it feels modern in America, plenty of Japanese restaurants already use them for soy sauce.
Ultimately, I want people to feel inspired to use soy sauce more often.
What's been the biggest surprise about building the business, and what do you wish you'd known earlier?
The biggest surprise has been how genuinely kind and supportive people have been, especially other CPG founders. I've had complete strangers go out of their way to help DOJO succeed without expecting anything in return.
It's also been incredible realizing how many people love soy sauce and are genuinely excited to see a new brand bring something different to the category. Building a business is extremely difficult, but having people support you along the way makes it all worth it for me.
What have your customers taught you that you didn't expect?
I've only just launched DOJO this month, but my community has already taught me so much. I spent the past year falling in love with the people and the craft behind our soy sauce, never knowing if anyone else would feel the same way. Seeing people take a genuine interest in the family's story and follow along is so heartwarming. I feel privileged that the family in Japan trusts me to share their life's work, and equally grateful that people here are taking the time to listen.
What's in your shopping trolley right now?
There's a Japanese market in Austin I visit specifically for Morinaga Choco Monaka Jumbo, this incredible Japanese wafer ice cream with a crispy chocolate center. I'm also a huge fan of Itsuki's Kumamoto Black Garlic Tonkotsu Ramen.
Beyond the Japanese goodies, my cart usually has Habiza's Jalapeño Hummus with Zesty Z Pita Chips, Yellowbird Habanero Hot Sauce, Hayati's Za'atar, and Churn's Garlic & Shallot Butter.
Where do you go to switch off?
Barton Springs, without a doubt. There's something so special about having this beautiful, natural spring-fed pool right in the middle of Austin, Texas. Sure, a beach would be the dream, but every time I jump into Barton Springs, I feel like I'm being baptized into a new sense of euphoria. I love going there with my homies. It's one of the few places where I can truly chill out.
