This article explores face conceptualization in Tunisian Arabic (TA) with regard to the identity concept, using a corpus of 139 expressions compiled by the researcher, as well as observation of authentic conversations. The expressions covered terms employing collocations, proverbs, figurative and idiomatic expressions and the literal meaning of face as ‘the front part of the head’. It is demonstrated that face in the Tunisian culture is tightly linked to identity and that in addition to situation-specific factors, adhesion to predominant cultural values plays a pivotal role in defining face salience. This inquiry has implications for face research at the emic and etic levels.