Ootelie - The Living Bread

Ootelie, meaning “good enough to be eaten” in Armenian, is an artisan sourdough bakery & food lab that explores ingredients through experimentation. Inspired by sourdough’s natural fermentation, where yeast cells move dynamically under a microscope, we crafted a brand identity reflecting this living process. The two o’s in "ootelie" and the registered sign form a dynamic monogram, mirroring bacteria’s organic shapes. Strategically placed across materials, it reinforces movement and evolution, embodying the ever-changing nature of fermentation and the artistry behind each loaf.