Loud Mouth, a delivery-first lifestyle food brand from Food Matters Group, has onboarded Ottoman as its branding partner to build a personality-first food brand designed to live out loud.
Ottoman, the branding and creative design studio within the Black Cab Agency Network, has been tasked with shaping Loud Mouth’s brand identity from the ground up. Loud Mouth launches fifteen years after and from the same house of brands as The Table but is positioned to operate by a distinctly different set of rules.
Founded by Jay Yousuf and Gauri Devidayal and conceived and creatively led by Alya Vachani, Loud Mouth is built around a mindset rather than a menu. From the outset, the brief prioritised defining who the brand is before deciding what it serves. Instead of beginning with food formats or operational mechanics, the focus was on creating a recognisable voice and a clearly defined audience that is confident, expressive and uninterested in being told how to behave.
Ottoman’s mandate was to translate this instinctive, attitude-led idea into a brand system that could extend seamlessly across screens, spaces, packaging and cultures. Its scope includes brand strategy and positioning, visual identity, packaging, creative direction, kiosk design, lifestyle merchandising and the Loud Mouth website. The emphasis, the companies said, was on intent rather than embellishment, building clarity, coherence and character into every touchpoint to enable a scalable brand system across digital, physical and cultural environments.
Commenting on the collaboration, Imran Udaipurwala, co-founder and 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 said, “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 that speaks before it serves. Early responses to the identity have been encouraging, reinforcing the view that when a brand knows who it is, audiences can quickly decide whether it is for them. For Ottoman, the partnership underscores its focus on building brands rooted in culture and character, while for Loud Mouth it marks the beginning of a brand designed to be recognised without having to explain itself.
