The double shift coffee co.
(design thesis ad campaign)
The Double Shift Coffee Co. is an integration of brand and ad campaigning to bring awareness to the working women who work full time and are additionally coming home to be full-time mothers, caretakers, cooks, etc. (hence Double Shift). The coffee is targeted to them as to give them the extra caffeine, energy, and support they need.
The satire identity is based off the 1960s when most women were still expected to be mainly housewives with no career, thus imitating the mirroring of the modern working woman and the mid-century housewife. Along with the brand is copy and statistics to shed humor and facts on the average workweek of the "Double Shift" woman.
the color palette
the color palette is a classic mid-century spread with muted tones that reflect the style of the 60s but are also still relevant and feminine in style today.
The font is an all-caps compromise between new-age and vintage. The sans serif aspect allows for the modern look, while the subtle distressed edges reflect the older style.