The first planned product from this group will be called New55 FILM. The two word name with a combination of letters and numbers, and with the word FILM in all capital letters is the correct term to use for this product.
New55 FILM is the product, and New55 is a brand, not a company, and we may have other names and designations for various types. As we learned with our very successful ribbon microphone line, names and not just truncated numbers, are far more effective. The Wayback Machine has a nice stored page of Crowley and Tripp Ribbon Microphones made up until 2009, at this link. Give it a few seconds to load. Note that unlike their less successful competitors, names, not numbers, were given to the models. Once that was taken away, product recognition, and overall mojo, slipped.
Here is a link to an amusing, old rant about product naming that quite a few people commented on.