Change Project name using a Generic project in QtCreator

[PedroJ]

I'm using a Generic QtCreator Project (p.cretor, p.includes, p.config and p.files).

How can I change the display name for the project?

The equivalent to the "QMAKE_PROJECT_NAME" directive in a classical .pro project. (The default display name for the project is the project filename itself)
(I can't change the project file name)

And more generally, Is there any guide on the format of the ".creator" project file?