In 1842 Josef Groll introduced the world to the first golden ‘pilsner’ lager, and changed beer forever. Photography as we know it was… ahem… developed in this same year with similar impact. To celebrate this and to introduce the new brand launch at the Pilsner Urquell Shanghai conference, I designed a photography themed brand package – including Pilsner's new photography library, marketing assets and digital camera to capture the no doubt boozy activities of the conference.