Gone are the days where you’ll see phones called G8X, V60, or K9, with LG now moving forward with simpler names, like its upcoming “Velvet” smartphone.

To set itself apart, LG has been working on a new product roadmap that emphasises distinctive designs and “tactile” elegance.

LG’s upcoming smartphone was first teased on 9 April 2020. At the time, it showed a new design language that was truly distinctive to not only its predecessors but from other smartphones in the market.

Now, LG has revealed that its latest smartphone will not have an alphanumerical designation. LG will be dropping it in favour of familiar and expressive names that will make it easier for consumers to remember.

Thus the name “Velvet” for its upcoming smartphone. The name is intended to “evoke images of lustrous smoothness and premium softness”. These are the two main characteristics of the phone.

The new naming scheme also represents LG’s stance on its goals for the smartphone and the company as a whole.

LG’s previous smartphones, unlike Velvet, tend to solely rely on features that were unique to them but failed to properly take off.

With Velvet, LG is clearly looking to change that by instead incorporating a distinctive design and an easy-to-remember name.

Not much else has been revealed about the smartphone, other than its distinct camera design. There have been no specs revealed yet either, though it has been rumored to have upper mid-range specs.

If that were true, it clearly does not intend to compete with the latest flagships. That might be the point, though, LG could be offering a smartphone with a unique design at an affordable price.