To mark 60 years of its famous Red Beanie, La Plagne unveils a new brand identity created with Night Session. A redesign that doesn't set out to reinvent the destination, but to put back in motion what has always made it unique: a popular, modern, bold, graphic and cheerfully irreverent brand.
At the heart of the system, the Red Beanie changes status. It is no longer just a logotype: it becomes a character, a graphic sign and a creative springboard. It comes to life, shifts attitude, interacts with content. Around it, a deliberately simple, lively and modular visual language — colours, compositions, iconography, animation principles — built to work as well in institutional, commercial and event communications as on social media.
The work goes beyond visual identity: Night Session also defined La Plagne's tone of voice and speech principles, to move away from interchangeable tourism language and establish a direct, playful and spontaneous voice, as recognisable as the logo.
Night Session created this graphic and editorial platform, rolled out notably on the la-plagne.com website, then in the winter 2026-2027 campaign, deployed in print and film.
