Mooon Bread is an educational sourdough company dedicated to helping ordinary people discover extraordinary sourdough through science, stories, and hands-on experience.
Founder
Jordan Davis
Sourdough baker, educator, and the voice behind Dez the Starter.
Location
Salt Lake City
Utah, United States
Mission
Help 99,999 home bakers understand sourdough.
In Brief
Jordan Davis founded Mooon Bread in 2021, combining a background in industrial operations with a deepening obsession for wild fermentation. What began as a single sourdough starter — Dez — has grown into a foundry for education: workshops, video courses, recipes, and a newsletter reaching bakers worldwide.
The Full Story
Mooon Bread is not a bakery — it is an educational sourdough foundry. Jordan Davis teaches the science, biology, and craft of fermentation through workshops, courses, recipes, books, and products. The foundry's approach is rooted in a simple conviction: sourdough is biology first, baking second. Understanding the why behind each step transforms good bakers into great ones.
Jordan's method bridges industrial precision with the beautiful unpredictability of living cultures. Every loaf is an experiment, every fermentation a lesson. The foundry's sourdough starter, Dez, has traveled to thousands of kitchens across more than 45 countries — a single culture connecting a global community of curious bakers.
Featured on Fox 13 Utah, the I AM SALT LAKE podcast, and the Vidalia Onion Committee, Jordan brings an engineer's mind and a poet's heart to the ancient craft of bread. When not teaching workshops or developing new courses, Jordan experiments with heritage grains, writes for Mooon Bread Monthly, and tends the living archive of Dez.
Press & Appearances
Jordan Davis and Mooon Bread have been featured across television, podcasts, and industry publications.
Featured Collaboration"Turmeric Vidalia Onion Sourdough, baked by our friend Jordan"
In May 2024, the official Vidalia Onion Committee featured Jordan Davis and Mooon Bread. Using Georgia's famous sweet Vidalia onions shipped direct to Utah, Jordan crafted a golden Turmeric Vidalia Onion Sourdough loaf — blending slow-fermented craft with the pinnacle of Southern sweetness.
Read the FeatureThe Mooon Bread Method
Video Course
Master the Craft: The Mooon Bread Method
An immersive video course exploring the philosophy and science of sourdough. Moving beyond recipes, this course explores the intersection of industrial precision and biological unpredictability.
November 2022
I AM SALT LAKE Podcast
Jordan Davis: The Art of the Sourdough Foundry (Episode 486)
February 2024
Fox 13 Utah
The creator of Mooon Bread wants to teach people how to make sourdough bread
Press Kit & Assets
Download-ready resources for media coverage. Additional assets will be added as they become available.
Visual Identity & Voice
The canonical reference for representing Mooon Bread across any medium. Use these guidelines to maintain brand consistency.
Mission
Help 99,999 home bakers understand sourdough.
Positioning
Mooon Bread is an educational sourdough company. We teach the science, biology, and craft of fermentation through workshops, courses, recipes, books, and products.
Brand Personality
Brand Name
Use in running text: Mooon Bread (always three O's).
Never "Moon Bread."
Logo
Preferred logo lockup:
mooon
BREAD
Stacked logo is preferred — three O's visually become three moons (and fermentation bubbles).
Core Motifs
Three circles represent: three ingredients, three moons, fermentation bubbles, steps of three.
Photography
Should feel: dark, natural, authentic, high contrast, wood, stone, flour, steam, real hands, cabin/workshop atmosphere. Avoid glossy commercial food photography. Bread is always the hero.
Illustration
Prefer: hand-drawn, sketchbook, field guide, scientific notebook. Avoid generic AI clip art.
Voice
Teach the "why." Encourage curiosity. Explain science simply. Never sound elitist. Wonder over perfection.
Brand Divider
Used throughout the website, books, printed materials, and presentations to separate major sections.
A thin horizontal line extending inward from both sides, with three circles centered between them — representing the three O's in Mooon.
The three circles also symbolize:
- The three ingredients of sourdough
- The three moons
- Fermentation bubbles
- The "steps of three" teaching philosophy
Configuration: The center circle is filled solid. The outer circles are open (outlined only). All three are evenly spaced and centered vertically. The horizontal lines should be thin, understated, and approximately the same visual weight as the circle outlines.
"The center circle represents the present moment — the active starter — while the two outer circles suggest the rhythm of fermentation, the lunar cycle, and the progression through Mooon Bread's steps of three."
The divider should feel quiet, balanced, and timeless — evoking a field guide, an old scientific notebook, lunar phases, fermentation bubbles, and careful craftsmanship. Use generous whitespace around it as a moment of visual pause. Never let it dominate the page; it is a subtle signature element, not decoration.
Mooon Bread
AI Brand Guide
A concise, machine-readable brand reference in Markdown. Drop this into any AI tool, custom GPT, or knowledge base for accurate brand representation.
# Mooon Bread AI Brand Guide
Represent Mooon Bread as an educational...
Always spell Mooon with three O's.
Sourdough is biology first, baking second.
Teach the science behind the recipe.
Maintain a curious, approachable tone.
Never exaggerate.
...
Version 1.0 — July 2026
Get in Touch
Jordan Davis is available for media interviews, speaking engagements, brand collaborations, and corporate workshop inquiries.
All inquiries
yorudan@mooonbread.comWe handle
Speaking Topics
- The philosophy of slow craft in a fast world
- The science of wild fermentation
- Building community through bread
- The intersection of craft and technology
Stay Connected with the Foundry
Join 900+ bakers. Receive technical deep-dives, new workshop dates, and exclusive partner discounts in 'mooon BREAD Monthly' on Substack.
Get 25% off the Video Course on signup
