This paper presents a case study of a Brazilian women’s fashion brand, NV, with the objective of assessing the brand’s consistency in relation to the Project/ Manifestation model of brand identity, proposed by Andrea Semprini (2010). The methodology consists of gathering brand project data through materials collected from business media, along with qualitative research involving interview with consumers. The study results indicate a strong alignment between the brand’s core proposals and its public. However, a specific manifestation weakens this relationship weakens this relationship, signaling to managers an opportunity for improvement to further strengthen the bond with their consumers.