Ni-Howdy is giving the soy sauce aisle a much-needed dose of personality. The clean-label Asian pantry brand recently unveiled a full packaging refresh designed by Julia Garcia of That Good Spark, building a colorful brand world around its irresistibly charming mascot.

The brand was born from an Asian-American family’s desire to recreate the pantry staples they grew up with using simpler ingredients. Frustrated by the seed oils, preservatives, added sugars, and artificial ingredients in many familiar Asian products, the founders began making their own versions at home. Their first product was a Sichuan Chili Crisp, which they call “the ketchup of China,” but Ni-Howdy has since expanded its mission to bring bold Asian flavors to a new generation, including a colorful lineup of soy sauces.