This study investigates how visual elements associated with retro marketing influence consumer purchasing behavior, with a special focus on the Brazilian brand Granado. The research combines a theoretical approach with an empirical study based on a structured questionnaire, aiming to capture consumers perceptions, emotions, and attitudes toward retro-style packaging. The findings reveal that retro visual elements-such as classic typography, vintage labels, and botanical illustrations-evoke feelings of nostalgia, trust, and authenticity. Results indicate that these elements not only reinforce the symbolic value of the product but also directly impact purchasing decisions. It is concluded that retro aesthetics, when aligned with the brand s history and values, function as a powerful tool for differentiation and emotional connection with consumers.