Derek McCarty discusses how hmbldt is changing attitudes around marijuana

Part of a wave of “green startups” that have been born in the wake of California’s decision to legalize marijuana, hmbldt is helping to change people’s perceptions around cannabis. Named after Northern California’s Humboldt County, where a mountainous microclimate provides fertile ground for cannabis growth, hmbldt sets itself apart by taking a scientific stance on cannabis-based therapy, reframing what plant-based medicine is and how cannabis can play a therapeutic role in people’s lives.

The company produces six different “dose pens,” including strains that can help patients sleep better and alleviate pain, all free of filler ingredients and additives, focusing solely on the cannabinoid extract and terpenes. Speaking at PSFK 2017, hmbldt Head of Marketing Derek McCarty discussed how the company is helping to re-brand cannabis by changing the conversation around the substance by focusing on wellness.

Education is key

People have a lot of different perceptions about cannabis, many of them far from positive. For a brand like hmbldt, educating the consumer on the benefits of its product while breaking negative stereotypes is a crucial part of changing attitudes around cannabis. hmbldt has done this by isolating certain compounds in the plant and creating a repeatable, consistent experience for its users.

Let the product experience guide the branding 

Branding should be product centric, according to McCarty. Focus on the experience the customer is having and wrap the messaging around that. With hmbldt’s focus on providing a consistent product for its users with no additives or fillers, the branding and packaging is suitably minimal and clean.

hmbldt

Part of a wave of “green startups” that have been born in the wake of California’s decision to legalize marijuana, hmbldt is helping to change people’s perceptions around cannabis. Named after Northern California’s Humboldt County, where a mountainous microclimate provides fertile ground for cannabis growth, hmbldt sets itself apart by taking a scientific stance on cannabis-based therapy, reframing what plant-based medicine is and how cannabis can play a therapeutic role in people’s lives.