Starting from Amarelli's value like the secolar tradition, the strong connection with the Calabrian region and with the italian culture, we have researched for a medium that can be able to denote the belonging to the italian language and culture, a wisdom that handed down through generations: our proverbs. 

A proverb is a small gem of wisdom, like small and precious are the liquorice gem of Rossano Calabro. So we created an identity based on the likeness between the ancien liquorice knowledge developed through the years by the Amarelli family and the timeless gems of knowledge enclosed into the italian proverbs. 

These liquorice's "gem of wisdom" creates an empathic relationship in which every proverbs is reinterpreted with the liquorice as protagonist. 

Project Team