High Ties is one of many retailers entering the hotly contested cannabis market. In urban and regional areas there is a proliferation of stores opening. All are aiming to gain presence and market share ahead of the inevitable consolidation to a handful of market leaders. It is the cycle of any retail sector. Our aim was to find a unique and memorable position in not only brand and identity, but also the in-store experience, which is an important part of building consumer understanding and preference. We developed a prohibition era theme to leverage a pivotal moment when an everyday consumer good was also so topical. As well as the brand identity and tagline we developed a proposition that took the prohibition feel into store fitout, staff uniforms and P.O.S. We developed the website and content including a TV commercial style video, and consumer merchandise including apparel, branded merchandise, and various cannabis devices. Ongoing management of the social media channels and writing e-mail content for retail events and store openings kept High Ties in front of consumers where advertising opportunities are limited.