Secrets? Not many, indeed... if it's because of the technique, well, it's just Photoshop over line work in china ink... the trick is avoiding all of the filters and stuff, just using a plain round brush with some transparency, so it gives a watercolour feel (the one thing I learned at design school was rendering differente materials, that helps).
Conceptually... I'm not sure... I was stumbling upon the photobook from Paris, and I remembered the stork fale... so I thought it would be fun if it really existed... got some stork reference, decided against the bird head, and well... that's about it, most of the lines and pieces were suggested by superfluous lines in the sketches (that's the other thing I learned at design school... you never sketch enough)