The Kodak brand has lots of positive associations for a certain generation, who remember the company’s pioneering work in film and cameras.
Aiming to capitalize on that, a smartphone maker is planning to use the venerable film name for a new line of Android devices that will debut at CES next month.
Bullitt Group, which already makes rugged smartphones with the Caterpillar name, says the Kodak line will aim for a less tech-savvy crowd that wants a good-looking phone that takes nice pictures but is less complicated than most of today’s smartphones.
The phones will feature software to allow those who are more likely to have bought a Samsung or Motorola phone remotely help their parents struggling to use their newfangled Kodak phone.
Oliver Schulte, head of Bullitt Group, said that the company is happy to have the Kodak brand atop the new phones.
“It is trusted by consumers as a marque of quality and innovation,” said Schulte in a statement. “We’ve taken that heritage and used it to inspire a range of beautifully designed devices that will let users take great pictures and edit, share, store and print them in an instant.”
While Kodak is indeed a well-known name from days past, it will be interesting to see how well those warm and fuzzy memories translate to phone sales.
For those who are wondering what Kodak is up to these days, it has gotten out of the consumer business itself after a bankruptcy restructuring and is focused on high-end printing and digital presses.
This article originally appeared on Recode.net.