This work aims to identify meanings for young consumers to Granado brand. For the study is presented theoretical nostalgic about marketing, brands that use this tool, the history of Granado and its visual identity. The fieldwork, exploratory qualitative, was based on twelve personal interviews with locals consumers aged 18 to 25 years. Finally, it is concluded that the relationship of young people interviewed with the brand is built, for the most part, by the use of the products in their childhood or family. Consumers have shown a positive and traditional image Granado and its products. Finally, research indicates hat the purchase of Granado products seems to owe more to the cost-effective, quality and credibility perceived by consumers than the fact that the brand refer to the past or be a retro brand.