Magic Hour is a minority and woman-owned cannabis cultivator based out of Portland, Oregon. Their approach to growing cannabis is simple: start with superior genetics and only use natural practices, and the plant will never cease to amaze. Our client’s endless curiosity and desire to grow exceptional flower planted the seed that flourished into their brand.

Magic Hour’s name is also the definition of a colorful atmospheric experience that briefly occurs twice daily at dawn and dusk. When the sun is rising and just below the horizon at dawn, pale blue light gently stirs on the surface of the Earth. When the sun falls to the horizon at dusk, a warm glow casts long shadows that grips the soul in a heady haze.

“Take Time” became the mantra created for Magic Hour, because enjoying their cannabis provides a much-needed respite. It’s also a nod to their practice, as they never take shortcuts that would impact the quality of their flower. This focus on time and the sensory directly inspired Magic hour’s brand and packaging.

Magic Hour celebrates the sensory experience of cannabis and nature. To express the care that goes into the cultivation of Magic Hour’s flower, our work elegantly brings elements of nature to the packaging in a way that stands out from rustic trends commonly seen in the cannabis space. Magic Hour uses natural practices such as releasing beneficial insects to protect their crop; pesticide is never used in their cultivation. Their desire for natural practice is carried over to their packaging, where hemp fiber paper and soy-based inks are used.

During magic hour, the sun and moon meet once again in the sky. This pair are featured in Magic Hour’s branding, as their presence serves as an ageless timekeeping piece. For our work on the packaging, we pulled from the time of day when one can experience the awakening beauty of dawn and quiet mystery of dusk, both referred to as magic hour. These serve as a metaphor for the spectrum of feelings that cannabis provides.