Mumbai, India, 10th February 2026: Ottoman, the branding and creative design studio within the Black Cab Agency Network, has been brought in 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 plays by a very different set of rules.
Founded by Jay Yousuf and Gauri Devidayal, and conceived and creatively led by Alya Vachani, Loud Mouth is not built around a menu but around a mindset. From the outset, the brief was to define who the brand is before deciding what it serves. Rather than starting with food formats or operational mechanics, the team focused on creating a recognisable voice and a sharply defined audience that is confident, expressive, and uninterested in being told how to behave.
Ottoman’s mandate was to take this instinctive, attitude-heavy idea and turn it into a brand system that could travel across screens, spaces, packaging, and cultures. Their scope spans from brand strategy and positioning to visual identity, packaging, creative direction, kiosk design, lifestyle merchandising, and the Loud Mouth website. The focus was not on embellishment but on intent to build clarity, coherence, and character into every touchpoint, to build a scalable brand system that could live across digital, physical, and cultural touchpoints.
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.” “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 that speaks before it serves. Early responses to the identity have been encouraging, reinforcing the belief that when a brand knows who it is, people know whether it’s for them. For Ottoman, the partnership reinforces its focus on building brands rooted in culture and character. For Loud Mouth, it marks the start of a brand that doesn’t need to shout to be loud.
From delivery platforms to physical touchpoints and digital spaces, Loud Mouth is drawing in people who recognise the brand without being told what it stands for. For Ottoman, the project continues a pattern of building brands where personality isn’t layered on later but shapes everything from day one.
