Identity constitutes an important discipline in Visual Communication Design and assumes, increasingly, significant preponderance in the context of institutional representation. However, the new social models, increasingly, distance the individual from habits, ideas and specific traditions about the patrimonial nature, which affects the geographic universe where he inhabits. In this context, the Visual Identity Project, with a focus on studies of Place Branding and Cultural Identity, was developed to assist in the coherence of graphic visuality, in relation  to the cultural and socioeconomic positioning of Flores da Cunha, as a tourist and enogastronomic center and to value the image  of the municipality. With Italian colonization, the city - the largest producer of wines in Brazil - still maintains strong characteristics of Italian culture, due to this, a look at the past, the sociocultural present and the expressions of local traditions is raised, in order to be important  for the inhabitants to rescue some of their particularities, such as the dialect. Through countless interviews and studies, a tourist and institutional brand was established for the municipality, with a chromatic study moving away from the traditional visual language relationship with the colors of Italy. The shapes, figures and images exalting its main qualities: spontaneity, landscapes and enogastronomy.