2026.10.02
“Expert-Oriented” Rebranding / New Brand “Crowxis”
Since its launch in 2001, the PC components brand “GenoShiko” has enjoyed 25 years of support, primarily from DIY PC users. While the brand boasts solid technical expertise and competitive pricing, its name gave the impression of being “for advanced users” or “too difficult for me,” creating a barrier between the brand and the users it was meant to reach.
In this project, we redefined the brand’s appeal to resonate with modern users while preserving the “rationality, reliability, and practicality” that Genro-Shiko has always valued. We handled the entire process, from naming strategy to logo development and commercial production.
[Origin of the Brand Name]
The name draws a parallel to the Yatagarasu (Crow) from Japanese mythology—a creature said to guide travelers—to symbolize our desire to propose valuable products to users struggling to choose a PC and lead them to satisfying results. Furthermore, it embodies our aspiration to be a reliable brand whose recommendations serve as the “axis” guiding users’ choices. “Crowxis” was born from the convergence of these two aspirations.
[Brand Concept]
“A Solid Axis for Choosing a PC.” We aim to be a brand that accurately and proudly communicates advancements in quality and reliability. While maintaining the technical expertise and price competitiveness that Genroku Shiko has cultivated over the years, we strive to be a brand that leaves customers fully satisfied with their choice and eager to recommend it to others.
[AI-Powered Commercial Production]
The commercial footage was produced using generative AI. By modeling and filming real actors and feeding that data into the AI, we achieved a balance between the realism of live-action footage and the high degree of creative freedom unique to AI. This allows us to depict a mystical world inspired by the Yatagarasu without being constrained by the limitations of traditional filming methods.
The new brand will be unveiled at the Tokyo Game Show 2026 and will expand across a wide range of product categories, including SSDs, graphics cards, power supplies, PC cases, and CPU coolers.
Translated with DeepL.com (free version)
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