LG's upcoming smartphone will be called LG Velvet, violating the tradition of alphanumeric names for its devices, "in favor of familiar and expressive names that help consumers grasp the essence of the device that best suits their personality" company announced. LG teased the new device and its new design language a few days ago.
The design of the LG Velvet differs from the other LG smartphones, including a raindrop camera design with smaller lenses and an LED flash under the larger main camera. This is a deviation from the current trend for smartphones with large camera shocks. LG is also promoting a "3D arc design" with curved glass on the front and back of the device as well as the "tactile elegance" of the new phone.
The company says the name “Velvet” is meant to “create images of glossy smoothness and premium softness” that are characteristic of the new device.
"Our new branding reflects current trends to address unique personal tastes and emotions with a greater focus on design," said Chang Ma, senior vice president of product strategy at LG, in a statement. "It's a more intuitive approach that we believe will appeal to today's consumers and help us establish a clearer brand identity."
LG didn't disclose any other details about the Velvet, such as the release date or price, but the Korean news portal Naver earlier this month reported that the company's new phone would be launched on May 15. According to Naver, the new design should replicate the success of his Chocolate Pre-Smartphone series. The LG Velvet is said to use Qualcomm's mid-range Snapdragon 765 with built-in 5G and is affordable.