Q&A With Miles McKirdy

Can you share the story behind the inception of Golden Hour? What inspired you to venture into the cannabis industry, and how did you envision Golden Hour setting itself apart?

Miles: Having worked in the cannabis industry for the past 5 years, I noticed a trend when it came to drinks and edibles: basic formulas with basic effects. Don’t get me wrong there’s some great distillate brands but I saw an opportunity to incorporate other incredible functional ingredients to heighten a desired effect. 

When I began working on Golden Hour in May 2023, my goal was to be seen as a disruptive and approachable brand, transforming how U.S. customers perceive the cannabis category. At the core of our mission, we wanted to shake any preconceived notions of ‘stoner’ culture and instead bring a sense of sophisticated approachability and function to our products.

At the heart of Golden Hour, we want to be known as a brand vs. a product. Because of this, we  focus on being a pioneering brand that is premium, informative and interactive, intentionally filling the market void with a packaging and branding solution that not only grabs audience attention but also transforms the cannabis experience for consumers. 

Starting a business comes with its set of challenges and learning curves. What were some significant obstacles you faced while establishing Golden Hour, and how did you overcome them?

Miles: Two things, money and time. 

Instead of buying a home in Australia I decided  to self fund this brand. I’ve gone through investment rounds in the past and passionately wanted th

 On top of this minor (major) hurdle, I also have a full time job as CMO for vertically integrated midwest cannabis company. 

Golden Hour has a distinct brand identity that resonates well with its audience. Can you discuss the creative process behind developing your brand's visual and communicative language?

Miles: My approach to packaging was to always put the customer first. Understanding what their needs and wants are instead of making 

Branding 

Clear Functional Iconography and Text: When surveying in-store customers, we discovered 74% of new customers mentioned they felt unsure where to start when first buying legalized cannabis products. The majority of our targeted audience (Millennial Mums and canna-curious) didn’t feel confident in knowing the effects of certain cannabis and wellness ingredients (i.e. strains, minor cannabinoids, nootropics, adaptogens). 

Golden Hour addresses this by implementing a clear and hierarchical system that combines iconography and digestible text. The human Icons on the front of the pack represent the specific mood and experience the customer can expect. The back of the pack warmly addresses customers with “Welcome to the Golden age of Wellness” before carefully detailing the effects of each active ingredient. This subtle double entendre further establishes the brand while empowering the customer with easy-to-understand language. This  approach not only simplifies the decision-making process for consumers but also establishes Golden Hour as a brand committed to transparency and consumer education.

Nostalgic Illustrations: In crafting the identity of Golden Hour, we drew inspiration from the iconic Australian 1960s CPG brands and the iconic 1966 surf documentary, The Endless Summer. The result is a visual narrative that seamlessly blends nostalgia with modernity, creating a unique and captivating identity for Golden Hour. This strategic approach serves not only to differentiate our brand on the shelves but also to evoke a sense of familiarity and warmth that resonates with consumers. It also blends Golden Hour’s  “Australian inspired, American Crafted” DNA.

Diversity: In the cannabis industry, representation and inclusivity are often overlooked. Golden Hour disrupts this norm by proudly showcasing figures from diverse backgrounds on each tin. This deliberate choice communicates a powerful message – our products are crafted for individuals of all walks of life, challenging stereotypes and fostering a sense of relatability and universality.

Psychological Colors Aligned with Mood:Color psychology plays a pivotal role in the branding strategy of Golden Hour. We deliberately selected colors that scientifically had been studied to evoke connection with the desired effect of each product, breaking away from conventional norms. By deliberately using colors such as red for Energy, evoking excitement, yellow for Relax, linking a sense of warmth and blue for Sleep, evoking calmness, Golden Hour establishes a psychological connection between the product and the consumer's emotional state. 

Subtle Branding Links:Golden Hour's commitment to creating a holistic brand experience is evident in the subtle branding links incorporated into the packaging. The interior hues of yellow,orange and red directly represent the colors of a sunrise and/or sunset affectionately known as Golden Hour. This  not only adds a touch of premiumness when opening the package but also creates a seamless connection between the packaging and the brand's essence. The use of gold foil reinforces the commitment to quality, enhancing the overall brand image and again directly links to the brand’s name, Golden Hour. 

Embossing:Golden Hour introduces a groundbreaking feature with delicate embossing on the front of each tin. This textural element not only serves as a visual differentiator from competitors but also adds a layer of sophistication to the packaging. The embossing is more than a tactile feature; it's a statement of Golden Hour's meticulous attention to detail, presenting the product as a crafted and premium experience.

Personal Touches and first-person TOV:The disruptive nature of Golden Hour extends beyond aesthetics to create a personal connection with consumers. Messages written in a tone of voice that’s inspired by the Australian founder mixed with in the first person inside each tin offer a glimpse into the human side of the brand. The Founder's expressions of gratitude and humility create a sense of intimacy, inviting consumers to be part of the Golden Hour journey.

Interactivity

Games while your Golden: As disruptors in the cannabis space, Golden Hour introduces a new dimension of interactivity. Hidden games and messages within the tin's upper lid, inspired by successful models like Snapple's Fun Facts and Pixar's Easter eggs, redefine the consumer experience. Beyond merely consuming a product, customers engage with Golden Hour through these hidden elements, creating a lasting connection between the physical product and the digital world.These games serve not only as a form of entertainment but also as a tool for brand engagement. By incorporating rewards and incentives that can be claimed online, Golden Hour seamlessly integrates the physical and digital aspects of the brand. This innovative approach not only enhances user engagement but also fosters greater brand awareness.

QR Codes: In an industry where transparency is often lacking, Golden Hour breaks the mold with QR codes. Each code links directly to Golden Hour's Certificate of Analysis page, offering consumers detailed insights into third-party lab testing aligned with DEA and FDA standards. This level of transparency not only builds trust but also positions Golden Hour as a leader in responsible and informed consumption. Consumers can scan the QR code to access comprehensive information about the product's quality, safety, and compliance with regulatory standards. This ensures a sense of confidence and safety, addressing a common concern in the cannabis category.

Education

Iconography that links the Reasons to Believe: Education in the cannabis category is often a missing piece of the puzzle. Golden Hour disrupts this norm with clear iconography that communicates key product attributes at a glance. From being 100% vegan to low-calorie and gluten-free, these symbols serve as visual guides, empowering consumers with information and promoting a more informed decision-making process. Each icon represents a reason to believe in the product, offering consumers a quick and visually intuitive way to understand its key attributes. This strategic use of iconography aligns with Golden Hour's commitment to providing transparent and easily digestible information.

Easy-to-Understand Information:Breaking down the complexities associated with cannabis, nootropics, and adaptogens, Golden Hour prioritizes consumer empowerment. The packaging is designed with clear and easy-to-understand information on the front and back, demystifying the science behind the products. This commitment to education ensures that customers feel confident and knowledgeable about their choices. The straightforward presentation of information extends beyond the ingredients to include details about the product's vegan, fast-acting, low-calorie, and gluten-free nature. By prioritizing clear and concise communication, Golden Hour aims to demystify the cannabis experience and empower consumers with the knowledge they need to make informed choices.

Best Practice Packaging:

Airtight Excellence:Acknowledging and addressing a prevalent issue in the cannabis category, Golden Hour created a first of its kind premium on airtight packaging. It's not merely a feature; it's a commitment to preserving the essence of our products. By meticulously designing our packaging to be airtight, we ensure that flavors and functional properties remain intact, delivering an unparalleled sensory experience for consumers. The commitment to airtight packaging goes beyond preserving product quality. It speaks to Golden Hour's dedication to providing consumers with an experience that goes beyond the expected, setting a new standard for excellence in the cannabis category.

Advanced Child-Proof Locks: Safety is paramount in Golden Hour's disruptive vision. Going beyond standard safety measures, we incorporate new-age child-proof locks. These locks not only comply with stringent regulatory requirements but also emphasize our commitment to responsible consumption. Golden Hour's packaging is designed not just to protect the product but to safeguard consumers in every aspect of their experience. The introduction of advanced child-proof locks is a testament to Golden Hour's foresight and dedication to consumer safety. By staying ahead of regulatory requirements and implementing innovative safety features, Golden Hour positions itself as a brand that prioritizes not just the product but the well-being of its consumers.

Sustainable Materials

Education, sustainability, and best practice packaging are not afterthoughts but integral components of the Golden Hour ethos. By addressing the voids in the cannabis category and offering a sophisticated, informative, and interactive packaging solution, Golden Hour invites consumers to embrace a new standard—a standard where cannabis is not just a product but a journey, and each moment is truly golden. This packaging revolution is not just about disrupting the industry; it's about rewriting the narrative and setting a new benchmark for excellence in the cannabis category. Golden Hour is not just a product; it's an experience, an ethos, and a glimpse into the future of cannabis consumption.

How do you approach the development and curation of your product lines, especially considering the diverse palate of cannabis flavors and experiences you aim to offer your customers?

Miles: From previous start-ups, we would focus on the product first then attempt to retrofit the product or brand to meet customer needs. I've since learned that starting with a customer's needs or pain points and crafting solutions is more effective. At Golden Hour we put the customer at the forefront of our innovation. 

This specifically meant we go through the following process for all innovation

1. Market Research: Understand customer preferences and industry trends.

2. Customer Segmentation: Tailor products to different customer segments.

3. Product Development: Create varied strains and flavors to meet diverse preferences.

4. Quality Control: Ensure consistent quality and safety standards.

5. Branding and Packaging: Reflect unique flavors and experiences in branding.

6. Education and Marketing: Inform consumers about product diversity and effects.

7. Feedback and Iteration: Continuously improve products based on customer feedback.

8. Compliance: Stay updated with regulations to ensure legal compliance.

Creating memorable experiences is key in the cannabis industry. How does Golden Hour enhance the consumer experience, from product selection to the actual consumption?

Miles: In terms of environmental impact Golden Hour takes a pioneering step by crafting its packaging from recycled tin. This deliberate choice isn't just about meeting modern environmental values; it's a commitment to responsible consumption and production. By choosing recycled tin, we consciously wanted to contribute to the circular economy, setting a precedent for sustainable practices in the cannabis industry. Furthermore, the use of recycled tin aligns with Golden Hour's ethos of minimizing environmental impact, making it a brand that not only offers a premium experience but also values the planet's well-being. 

Importantly, we also contribute a dollar from every sale to The Last Prisoner Project and the National Parks Services. Being a customer centric brand, this was incredibly important to us as we know both causes are 

Purposeful Upcycling: Golden Hour looks ahead and anticipates consumer trends with a purposeful approach to upcycling. Our tins are not just containers; they are purpose-built for dual functionality. Once the edibles are consumed, consumers can repurpose the packaging to hold pre-roll joints. This forward-thinking approach not only reduces waste but aligns with the growing trend of upcycling, providing a sneak peek into the brand's future offerings. By encouraging consumers to repurpose the packaging, Golden Hour actively participates in promoting sustainable habits. This strategic move not only aligns with environmental consciousness but also adds an interactive and forward-looking dimension to the consumer experience.