The growing field of intellectual property is a very interesting source of knowledge for geography. Patents, trademarks, geographical indications are themes that allow spatial analysis on the (re) organization of the productive space, geopolitics, the technical-theoretical revolutions of our time. In the standard itself, we find the scalarities and principles of protection of inventions. Taking a closer look at this rich field, the certificates of geographical indications bring with them classic concepts of geography. If, once crystallized in our science, they are revitalized in the field of IP., being crucial for obtaining these certificates and for (re) boosting traditional productions, such as wine production. Wine lovers and enthusiasts are familiar with the term terroir, a medieval geographical concept revived by the standardization of geographical indication. Borrowing from Miguel Reale s factvalue-standard triad (2002, 2003), we see how norms create facts and values that will reverberate in the sciences as well, and vice-versa, denoting feedback in this legal triad. In a thought steeped in Ferdinand Braudel (1958), if the past forms the present, the present allows us to understand the past, through the appreciation of reminiscences, permanences, roughness and hybridization. The same is true for science, for our concepts, not only geographical adjectives but also the tools and methodology of analysis and understanding of the factors that guarantee the uniqueness and quality of a specific production. Having made these considerations, this present work will deal with the geographic reading of the Reale s triad, more specifically the rules that govern the geographical indication, understanding the current importance of the terroir. In a second step, we will dive into the concept of terroir, revisiting the 16th, 17th and 18th centuries, where, understanding the temporalities and their past burdens, we will try to present the definitions of the concept and, how they modified the spatial perception, of the relationship between human being and environment, imaginary and representations throughout these centuries, which would culminate in the observable conception of terroir today. On this trip, we will have guides like Montaigne, Montesquieu, Rousseau who, not only talked about the terroir, made important contributions to the concept. By revisiting the terroir, we will demonstrate the links between this conceptual treasure and another, which is also forgotten in geography, the crystallized gen de vie (1911). At present, in dialogue with other fields, such as law, we observe the vigor of our science and our classics, which, in our humble vision, are very avant-garde.