AndGAMER: From Gaming Gear to a Lifestyle Brand for Gamers Worldwide
THE CHALLENGE
AndGAMER had established strong recognition for its product lines, yet the greater challenge lay in articulating a unifying philosophy and communicating it to a global audience. To support its next stage of growth, the company required a brand strategy that would position it not merely as a producer of gaming gear, but as a lifestyle brand.
THE OUTCOME
Anchored in the philosophy of “Embracing the Gamer’s Way of Life,” AndGAMER, in partnership with D4V and designer Ashley Szukalski, developed a renewed corporate identity and creative foundation—enabling its transition from a product-focused business to a lifestyle brand shaping gaming culture on a global scale.
From his high school days, founder Tsubasa Kanmori devoted himself to designing gaming controllers. In March 2022, he founded AndGAMER, a startup developing controllers, keyboards, and mousepads—gear meticulously designed from a gamer’s perspective.
But AndGAMER’s philosophy goes beyond performance. Its mission is “to embrace the gamer’s way of life,” creating products that seamlessly fit not only the hours of gameplay but every moment of daily life. This unwavering vision has been the foundation for building a passionate fan base in just three years since launch.
With the global gaming market booming—particularly across the Asia-Pacific region—D4V saw significant potential for AndGAMER’s expansion. Just as Japan has historically produced world-renowned gaming brands such as Nintendo and Sony, D4V believes AndGAMER’s products have the potential to attract gamers worldwide. This led to D4V’s first investment in the company in spring 2025.
Unearthing the Core of the Brand
At the start of the project, AndGAMER already had distinctive product lines such as Void Gaming and AIM1, each with its own world view and loyal fan base. However, the unifying corporate brand lacked a clear identity.
Through multiple sessions, the team recognized that AndGAMER’s strength lies in creating products that resonate so deeply with gamers that they feel truly understood. This realization became the guiding principle for the brand’s evolution.
Designing the Logo
The logo design process intentionally began with a wide exploration, gradually narrowing down the many ideas and sketches as the team’s vision became clearer. While the team initially ventured into completely new visual expression territory, they ultimately refined the work toward a core form that evolved from their existing logo.
The final logo combined two elements: an “M” shape reminiscent of a keyboard key and a subtle nod to a controller’s silhouette. It preserves familiarity with past designs while achieving a sophisticated identity suitable for the global stage.
Redefining the Visual Language of Gaming
One of the toughest challenges was visual identity: how to express “gamer-ness” without relying on flashy effects or clichés.
The breakthrough came in blending subtle cues only gamers would recognize with visuals that naturally fit into daily life. Inspired by sports brands like Nike, the concept emphasized still images that convey motion and the use of blur to evoke dynamism. Shooting techniques—like rotating controllers or intentionally leaving focus soft—created a sense of motion while leaving room for interpretation.
Looking Ahead
With “Embracing the Gamer’s Way of Life” at its core, AndGAMER is transforming from a product-driven company into a lifestyle brand that shares culture with the world. This project was not just about renewing visuals, but about building a foundation for deeper connections—with new teammates, with fans, and with gamers everywhere.
From Japan to the world, AndGAMER is on a mission to resonate with the values and daily lives of gamers across the globe.
Ashley Szukalski (Designer, Project Supporter)
"What struck me most was the intensity of the AndGAMER team. Every idea was treated seriously—meetings that were scheduled for one hour often stretched into two. Their passion made it easy for me to propose bold ideas, knowing they would meet them with equal energy. Working with a team that has such a clear vision of ‘how they want to be’ was deeply inspiring."
Tsubasa Kanmori (CEO) & Takuto Ishii (COO), AndGAMER
"From the beginning, our own experiences as gamers have guided everything we create. This project allowed us to articulate that philosophy with greater clarity—a meaningful step forward. AndGAMER will continue to move beyond making tools, embracing the gamer’s way of life and growing as a brand that shapes culture together with our community."