LG Electronics revealed on Sunday the brand name for its upcoming smartphone, “LG VELVET,” which would hit the Korean market in May.
LG gave the name “LG VELVET” to its new mass-market premium smartphone. The decision came after the company said it would no longer use the G series and the V series brand. The company would instead give a separate brand name for each device, promoting the concept of each product better.
The South Korean firm said that the new name would emphasize the device’s appeal to the senses. LG wanted to distinguish its unique product through distinctive styles and “tactile” elegance. The handset’s philosophy moves away from alphanumerical designations in favor of familiar and expressive names.
LG VELVET Brand
LG said that with the brand “velvet,” it intends to evoke images of “lustrous smoothness” and “premium softness,” two main characteristics of the new phone.
The LG VELVET’s recently released rendering features a unique ‘Raindrop’ camera and symmetrical front and back graceful form factor. LG expects the design would be both pleasing to touch and pleasing to the eye.
The new device includes three rear cameras in descending order by size and an LED flash. The edges of the rear and display curve expressing the essence of the device.
Senior vice president of product strategy at LG Mobile Communications Company, Chang Ma, said that they are confident with the design’s more intuitive approach, which resonates with today’s consumers. Chang said that the name reflects the current trends helping establish a more specific brand identity.
Last Tuesday, LG reported an estimated $897 million (1.09 trillion won) in operating profit for this year’s first quarter, up 21.1 percent from a year ago.
LG hopes the new phone concept would help the company escape its prolonged mobile business slump.