Mumbai: Ottoman, the branding and creative design studio within the Black Cab Agency Network, has been appointed as the branding partner for Loud Mouth, a delivery-first lifestyle food brand from Food Matters Group that is unapologetically personality-led.
Loud Mouth launches fifteen years after, and from the same house of brands as The Table, but deliberately follows a very different playbook. Founded by Jay Yousuf and Gauri Devidayal, and conceived and creatively led by Alya Vachani, the brand has been built not around a menu but around a mindset. From the start, the brief focused on defining who the brand is before deciding what it serves, targeting an audience that is confident, expressive and uninterested in being told how to behave.
Ottoman’s mandate was to translate this attitude-driven idea into a cohesive brand system that could travel across screens, spaces, packaging and cultures. The scope of work includes brand strategy and positioning, visual identity, packaging, creative direction, kiosk design, lifestyle merchandising and the Loud Mouth website. The emphasis was on building clarity, coherence and character across every touchpoint to create a scalable brand system spanning digital, physical and cultural environments.
Speaking about the collaboration, Imran Udaipurwala, co-founder & creative director of Ottoman, said, “Loud Mouth was never a food-first brief. It was about identity, attitude, and community. The food works because the people behind it know what they’re doing. Our job was to build a brand that could carry that confidence without overexplaining itself.”
Reflecting on the brand’s origin, Alya Vachani, who led the conceptual direction of Loud Mouth, shared, “I lived on bowls and wraps in New York. They were quick, filling, and flavour-packed, the kind of food that fit seamlessly into a busy day. I wanted to be able to do the same here. Loud Mouth isn’t just something you order, it’s something that fits into your day. It’s the lunch you eat between work calls, the post-workout meal when you don’t want to think, and the comfort food you eat in bed while watching your favourite show.” She added, “We turned to Ottoman to help package our product and give the brand the voice we wanted it to speak.”
Commenting on the partnership, Aayush Bansal, co-founder of Black Cab, said, “This project is a good example of how strong brands today are built. You start with a point of view, a personality, and a community. Everything else follows. Ottoman’s work helped ground that thinking into a clear, scalable brand foundation.”
With a personality-led, community-first approach, Loud Mouth enters the market as a brand designed to express itself before it serves. Early responses to the identity have been encouraging, reinforcing the belief that when a brand has a strong sense of self, audiences instinctively understand whether it resonates with them.
For Ottoman, the partnership underscores its focus on building brands rooted in culture and character. For Loud Mouth, it marks the beginning of a brand presence designed to feel distinctive across delivery platforms, physical touchpoints and digital spaces, without needing to overstate what it stands for.
