# Impression Gobi — Australia Market Brand Kit

**Brand:** Impression Gobi Winery  
**Chinese:** 印象戈壁葡萄酒庄  
**Mark:** Gecko (戈壁守望 / desert survivor)  
**Region:** Tian Shan Beilu · Changji · Xinjiang, China  

---

## 1. Brand positioning (AU)

### One-liner
> Estate reds from the Gobi edge of the Tian Shan — organic blocks, real structure, a story Australians have never tasted.

### Positioning statement
For **curious Australian drinkers and independent trade** who already love Barossa heat and firm tannin, **Impression Gobi** is the **Chinese desert estate** that delivers **herb, pepper, and structured reds** from **organic plantings in Changji** — not a soft import novelty, but a **place-first house** they can put next to McLaren Vale and still hold the table.

### Not competing with
- Everyday Dan Murphy house Chinese blends  
- Ningxia “Bordeaux clone” storytelling alone  
- Cheap gift reds  

### Competing for
- Specialty shelf “discovery”  
- Asian fine dining by-the-glass  
- Trade tastings where **Marselan** and **CMS structure** win the second pour  

### Brand personality
| Trait | In practice |
|-------|-------------|
| Honest | No invented folklore; real 2014 founding, real medals |
| Desert-hard | Structure over soft fruit |
| Quiet confidence | Gecko mark, few words |
| Host, not lecturer | Talk food first |

### Architecture
| Level | Name |
|-------|------|
| Master brand | **Impression Gobi** |
| Origin line | Tian Shan Beilu · Changji · Xinjiang |
| Hero SKUs (AU table) | 01 CMS blend · 02 Marselan · 03 Organic cuvées |
| Icon | Gecko (keep mark; English lockup for AU) |

---

## 2. Logo system (AU)

| File | Use |
|------|-----|
| `images/brand/logo-cn-official.png` | China / bilingual materials |
| `images/brand/logo-au-square.jpg` | Social avatars, stickers, coasters |
| `images/brand/logo-au-horizontal.jpg` | Headers, sell sheets, email |

**AU lockup rules**
- English primary: **IMPRESSION GOBI**  
- Secondary: Winery / Estate Wines · Xinjiang  
- Origin micro: Tian Shan · Xinjiang  
- Never drop the gecko  
- On dark UI: reverse to bone/cream; gecko stays full colour when possible  

---

## 3. Market wine talkers (staff / trade)

### 20-second opener (any SKU)
> “This is Impression Gobi — estate wine from Changji, north of the Tian Shan in Xinjiang. Desert light, cold nights, organic blocks. If you like structure, start here.”

### SKU 01 — Cabernet · Merlot · Syrah
**Shelf talker (print):**
```
IMPRESSION GOBI
Cabernet · Merlot · Syrah
Tian Shan Beilu · Changji

Herb. Pepper. Real tannin.
The house red — not jam.

Pair: rib-eye · lamb · aged cheddar
```

**Staff notes:**  
- Style bridge: Barossa / McLaren Vale drinkers  
- DWWA bronze on 2018 cuvée (herbaceous, pepper, structured)  
- Lead pour for first-timers  

### SKU 02 — Marselan blend
**Shelf talker:**
```
IMPRESSION GOBI
Marselan Blend
Xinjiang’s signature grape

Blackberry · plum · plush mid-palate
Ask for the Marselan.

Pair: char siu · five-spice duck · hard cheese
```

**Staff notes:**  
- “China’s grape Australians should learn next”  
- Softer entry than CMS; great by-the-glass  

### SKU 03 — Organic cuvées
**Shelf talker:**
```
IMPRESSION GOBI
Organic Cuvées
Certified blocks · Cabernet & Merlot

Smoke · black cherry · clean finish
Farming first. Medals second.

Pair: roast chicken · mushroom pie · soft goat
```

**Staff notes:**  
- Organic is climate-backed (low rain, low disease)  
- For buyers who ask about farming before scores  

### Objection handlers
| They say | You say |
|----------|---------|
| “Chinese wine?” | “Same latitude band as Mediterranean wine country — different desert. Taste first.” |
| “Too tannic” | “That’s the Gobi. Air and food fix it — try with lamb.” |
| “Never heard of Xinjiang” | “North of the Tian Shan. Think Silk Road, then open the bottle.” |
| “Price vs Barossa?” | “You’re paying for discovery + estate farming, not a famous postcode.” |

---

## 4. Messaging pillars

1. **Place** — Gobi edge · Tian Shan Beilu · Changji  
2. **Structure** — pepper, herb, tannin that holds  
3. **Organic** — dry climate, clean farming  
4. **Mark** — gecko: survives the desert, remembers the ground  

---

## 5. Food pairing matrix (AU table)

| Wine | AU pair | Chinese-AU table |
|------|---------|------------------|
| CMS | Scotch fillet, lamb chops | Black bean beef, Peking duck |
| Marselan | BBQ pork, aged cheddar | Char siu, five-spice |
| Organic | Roast chicken, mushroom pie | Steamed fish (lighter pour), soft cheese |

---

## 6. Channel talk tracks

**Independent bottle shop**  
> “One Chinese estate, three clear roles — host red, Marselan curiosity, organic conscience. Same gecko, different pour.”

**Asian fine dining**  
> “By-the-glass Marselan + CMS for steak nights. English sell sheet in the folder.”

**Importer**  
> “Estate, not negociant. Organic path, international medals as proof, AU English brand kit ready.”

---

## 7. Asset checklist

- [x] CN official logo  
- [x] AU square + horizontal lockups  
- [x] Bottle product + trio shots  
- [x] IG desert glass + vineyard banner  
- [x] Brand positioning + talkers (this doc)  
- [x] Printable talker cards (`marketing/au/talkers.html`)  
- [x] Brand kit page (`marketing/au/index.html`)  

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*Educational / trade mock-ups. Confirm awards, organic certs, and ABV with the winery before retail print.*