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.

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 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.