Imperial tea is a brand that comes from China, so the goal with the new look for the company was to relate the package design to the tea's roots. As such, Chinese emperors are represented on the front, with various crowns that were used throughout history by the ruling dynasty.
According to Xinghui Li, the graphic designer who came up with the concept, the package needed to "invoke a sense of royalty and sophistication." She went with a darker background for the containers that the tea comes in, and on the front featured the crowns in a sort of lightly sketched way. The crowns are represented in white, which stand out nicely against this dark background. The different kinds of tea are also shown with the various colored lids used.