This dissertation presents a study on the interaction between the narrative intentions of restaurant owners in Rio de Janeiro, the branding established for their restaurant brands, and consumer perception. It employs semiotics as an analytical tool to understand how these elements influence the success of establishments in the city s gastronomic sector, specifically in the South Zone. The research focuses on three restaurants—Jobi, Tapí, and Tissai—with the aim of identifying the established branding practices and how they shape the consumer experience. To achieve this, the brand project model proposed by Semprini (2010) was applied to compare the design and manifestations of the restaurants brands. In-depth interviews were conducted with restaurant owners and customers to collect data and analyze different perspectives on the brands. While the application of discursive semiotics in brand studies is not new, it remains underexplored and offers significant potential for enhancing marketing practices. Therefore, this research provides an approach that can enrich the academic literature in the field of brand management. From a managerial perspective, the study offers practical insights to strengthen the connection between brands and consumers, contributing to customer satisfaction and brand competitiveness in the market.