Phonesthesia

Etymology

From Greek "phone" (sound, voice) and "aisthesis" (perception, sensation) — "sound-feeling." Linguist J. R. Firth coined the related "phonaestheme" in the 1930s for these meaning-tinged sound clusters, like the "sn-" of snout, sneer, and snuffle.

noun · /foh-nes-THEE-zhuh/
The sense that certain sounds or letter clusters carry a hint of meaning on their own.
What it names
Why "gl-" words so often glow, glisten, and glint — a felt link between sound and sense below the level of definition.
Example
The brand name leaned on phonesthesia, its soft "l" sounds suggesting something smooth and gentle.
Related idea
Phonesthesia is a statistical hint across many words; onomatopoeia is the stronger case, where a single word directly imitates the sound it names.