The concept behind the labels centers around the Chinese Mythology of the four dragons. The world is divided into 4 territories: Austral (South), Nord (North), Orient (East), and Occident (West). Each territotry is guarded and lead by one of the four dragons from the Chinese Mythology. Guardians of each territority competes against each other in an anual sports event called The Grand Prix. The idea was to represent the different flavors of the drink by each dragon playing their specialty sports against each other. Elemental symbolism are also used in the labels to differentiate the drinks.