Well, what do you know, the Xperia X2 is not the only new phone announced by Sony Ericsson these days. The Swedish-Japanese company has also unveiled, in London, the Xperia Pureness, a handset that looks atypical for the Xperia family – that’s because it has something to do with Sony’s new make.believe brand direction.

The Sony Ericsson Xperia Pureness is a phone with a simple design, bringing together “beautiful craftsmanship and the concept of talk, text, time – a holiday from technology.”

And to continue with the PR language, the Xperia Pureness “approaches the mobile phone as a work of art rather than technology.”

Reportedly, Sony Ericsson’s designers “aimed to sculpt an object of design that reflected the purity of water and a sense of calmness when not in use.”

Words aside, this is what the phone looks like:

The handset seems to be the same with the Sony Ericsson Kiki, first seen two months ago.