“Kuroutoshikou” rebranding / new brand “Crowxis”
For about 25 years since its launch in 2001, “Kuroutoshikou” has been a PC parts brand supported mainly by PC builders. While it boasts solid technical capabilities and price competitiveness, its name (meaning “for experts”) gave the impression of being “for advanced users” or “probably too difficult for me,” creating distance from the users it should have been reaching.
In this project, while carrying forward the “rationality, reliability, and practicality” that Kuroutoshikou has always valued, we redefined the brand's appeal in a form that resonates with today's users. We handled everything end to end, from naming and logo development to commercial production.
[Origin of the Brand Name]
The name likens the brand to Yatagarasu (Crow), the crow said to have served as a guide in Japanese mythology, expressing our desire to propose valuable products to users who are unsure when choosing PC parts and lead them to satisfying results. It also expresses our wish for the brand to be a trustworthy one whose recommendations become the axis (Axis) of users' choices. “Crowxis” was born from the combination of these two ideas.
[Brand Concept]
“A solid axis for choosing your PC” — A brand that can communicate its advances in quality and reliability accurately and with pride. Retaining the technical capabilities and price competitiveness Kuroutoshikou has cultivated, it aims to be a brand whose users are convinced of why they chose it and want to recommend it to others.
[Commercial Production Using AI]
The commercial was produced using generative AI. By capturing real actors through modeling shoots and feeding that data into AI, we achieved both the realism unique to live action and the highly flexible visual expression unique to AI. The mystical world inspired by the Yatagarasu is depicted free from the constraints of conventional filming.
The new brand's products made their debut at Tokyo Game Show 2026, and it will expand across a wide range of categories, including graphics cards, power supply units, memory, SSDs, SSD/HDD enclosures, liquid CPU coolers, and gaming chairs.
Brand website:
Watch the commercial
▶ [Teaser] Kuroutoshikou becomes Crowxis. | New Brand Launch Teaser [Crowxis]
