LG's New Premium Phone with Waterdrop Camera Named 'Velvet'

Breaking Away from G-Series Naming, Brand Reflects Product Characteristics
Chosen 'Velvet' to Represent Softness, Smoothness, and Luxury

[Asia Economy Reporter Han Jinju] LG Electronics has confirmed the brand name of its mass premium smartphone launching next month as 'LG Velvet (LG VELVET)'. Instead of using alphabet naming like the V series or G series, LG Electronics plans to apply a separate brand that reflects the characteristics of the product.

On the 12th, LG Electronics unveiled the name and logo of its new flagship smartphone, 'LG Velvet'. LG Velvet is LG Electronics' next smartphone, featuring a raindrop camera and a design curved on both sides that fits comfortably in the hand.

LG Electronics chose the name 'Velvet' to emphasize the soft, flexible, and smooth characteristics and the comfort when held in the hand. The intention is to intuitively convey the luxurious image and sophisticated design associated with velvet.

Starting with Velvet, LG Electronics will completely revise its smartphone brand strategy. Instead of the product names G or V series that have been maintained so far, a separate brand reflecting market trends and intuitively showing the product's characteristics will be applied to flagship products.

The purpose is to move away from the uniform specification improvements or release timing shown by 'alphabet + number' naming, making it easier and more familiar for consumers. In the 2000s, LG Electronics gained great popularity with phones reflecting product features such as Chocolate Phone, Cookie Phone, and Ice Cream Phone.

LG Velvet Rendering Image

LG Velvet features a vertical arrangement of three lenses and a flash on the rear camera, resembling raindrops, instead of an induction design. It is the first to apply the ‘3D Arc Design’ with curved edges on the front and rear sides. The strategy is to compete with a design-focused new product in a smartphone market dominated by similar designs.

Ma Chang-min, Executive Vice President and Head of the MC Product Strategy Group at LG Electronics, said, "As the recent smartphone trend is shifting towards emphasizing individual preferences, emotions, and design, we will operate the brand from a customer-centered perspective," adding, "We will clearly establish the identity of LG smartphones and expand empathy with customers."

This content was produced with the assistance of AI translation services.