New Two Fingers Brewing Co. brand sells non-profit Aurelio beer to raise money for Prostate Cancer UK.

A group of seven friends from London advertising agency Karmarama have come up with a new way to raise money to help fund the battle against prostate cancer: beer.

Using their expertise in building brands and their passion for craft beer, they've launched Two Fingers Brewing Co. and created Aurelio, a craft beer brewed by Sussex craft brewery Hepworth & Co. and available to buy exclusively from Tesco. All profits from sales of the beer will go to Prostate Cancer UK.

The group, made up of designers and creatives as well as a directors and a finance guy (above), have spent almost two years crafting the beer and coming up with the beer's branding.

Two Fingers Brewing Co. has designed packaging that aims to attract attention and spark conversation. The logo – a hand pointing with two fingers – represents "an oath to better beer, underscoring the brand's commitment to great beer for a great cause," says Two Fingers Brewing Co. founder Tom Rowe. "And, as mission statements go, sticking two fingers up to prostate cancer seems like a pretty good one."

Aurelio is a golden ale (Aurelio means golden in Latin) hence the gold labels. The group chose a tactile matt black finish for the rest of the label to provide added grip when the bottle is wet.

Two Fingers Brewing Co. is working to launch a cider and stout to add to its range soon. See below for examples of some of the posters created by the company's designers.