Press release – Anniversary of the iconic Bonnet Rouge: La Plagne marks the occasion

La Plagne is taking a new artistic direction for its visual identity in collaboration with the Lyon-based agency Night Session*. The ‘Bonnet’ and the legacy of the destination’s early campaigns are key sources of inspiration, which are being adapted and showcased in line with contemporary styles.

Whilst retaining a strong, consistent and instantly recognisable identity, La Plagne is further asserting its personality through playful messaging, with a tone of communication tailored to different contexts. La Plagne’s iconic character goes beyond a simple logo. A true brand signature, it has become a graphic element in its own right – more expressive and emotionally resonant – through customisations, the occasional swapping of its legendary headgear, and promotional events. The Bonnet and its mascot are breaking free to become a truly playful character that fosters a sense of connection.

Video presenting the brand guidelines

*Night Session is a creative consultancy based in Lyon, which supports the transformation and development of organisations in the sports, tourism and mobility sectors. The agency received several awards at the 2026 Ours de la com, including the Grand Prix for ‘Agency of the Year’. It is also one of the agencies commissioned to handle communications for the 2030 Olympic Games.

View the first examples of work using the new guidelines
The new brand guidelines are already visible on the website www.la-plagne.com and in the autumn–winter press pack – the first communication materials to be rolled out, presented in early September.
More streamlined, user-friendly and contemporary following a complete overhaul, the website has indeed taken on a whole new look since Wednesday 2 September 2026.
At the same time, the press kit retains editorial content that is carefully tailored to provide journalists with ideas for topical stories, whilst retaining its own distinctive creative flair.

“Rethinking our brand identity with a spirit that’s both vintage pop and contemporary allows us to inject a breath of modernity and truly establish La Plagne’s identity. I love the idea of staying true to the bold, committed and fun approach pioneered by the communication campaigns of that era. The new artistic direction showcases brand-new mascots, which we’re using to highlight the variety and vastness of our playground, because in La Plagne, everyone can experience the mountains in their own way.”

Tifanie Alves, Head of Communications and Marketing at the La Grande Plagne Tourist Office

“La Plagne isn’t becoming modern. It always has been. What struck us as we delved back into La Plagne’s history was just how often this brand has been ahead of its time. The challenge, therefore, wasn’t to wipe the slate clean of the past, but exactly the opposite. We’ve worked on this rebranding to recapture that historic boldness, breathe new life into the brand and give it a fully contemporary expression, without losing what makes it timeless.”

Clément De Zan
CEO – Night Session

Coup d’œil dans le rétro : le Bonnet Rouge est né en 1966 quand La Plagne participait aux côtés de trois autres stations françaises, au jeu télévisé « Interneige », la version hivernale du célèbre Intervilles, présenté par Guy Lux. Avec la télévision en noir et blanc, un logo simple et marquant était indispensable, et c’est ainsi que le Bonnet Rouge fut créé par Mathieu Diesse, graphiste de l’agence Havas.

L’anniversaire du logo réveille une forte envie de recréer l’émulation fédératrice générée à l’époque au sein de tout le territoire, pendant l’hiver.

Des temps forts sont prévus tout au long de la saison avec, en point d’orgue, la relance d’une version d’Interneige revisitée dans laquelle La Plagne compte inviter les stations hôtes des JOP 2030, et des institutionnels du monde de la montagne.

Le souhait est de créer des rencontres de networking autour d’épreuves ludiques et informelles.

Cet événement investit également la destination avec une signature visuelle collective, forte et immanquable, qui embarque les socioprofessionnels et les habitants dans l’aventure.
Plus d’infos à venir dans un prochain communiqué de presse.

*Night Session est un cabinet de conseil créatif basé à Lyon, qui accompagne les transformations et le développement des acteurs du sport, du tourisme et de la mobilité. L’agence a reçu plusieurs récompenses lors de l’Ours de la com  2026, dont le Grand Prix « Agence de l’année. Elle est également l'une des agences missionnées pour la communication autour des JOP 2030 ».