Created in 1966, the Red Beanie turns 60 and has barely aged a day. To mark the occasion, La Plagne unveils its new brand identity, designed with Night Session. The starting point: not to start from a blank page. This resort has often been ahead of its time, so the aim was to rediscover that boldness rather than “modernise” something already modern. As Clément De Zan, founder of Night Session, puts it: “La Plagne isn't becoming modern. It always has been.”
The Red Beanie steps out of its role as a mere logo to become a genuine brand character. It comes to life, changes mood, reacts to content and can even, now and then, swap its famous headwear. Around it, a deliberately simple and modular visual language blends the destination's pop heritage with a more editorial, digital style. The words follow: a more direct, playful and spontaneous voice, replacing interchangeable tourism language with a real point of view and a sense of humour.
This new brand territory is rolled out first on the completely rethought la-plagne.com website, then in the winter 2026-2027 campaign, in print and film, carrying the tagline “ça plagne pour moi”. A first chapter in a system designed to grow richer season after season.