Ski Resort La Plagne Rebrands With Agency Night Session for Its 60th Anniversary
Alpine resort La Plagne has unveiled a full brand overhaul by Lyon agency Night Session, marking 60 years of its iconic 'Bonnet Rouge' symbol with an evolved logo, new visual language and redesigned website.
Modernising a Beloved Symbol
Alpine resort La Plagne unveiled a full brand overhaul by Lyon agency Night Session, marking 60 years of its iconic "Bonnet Rouge" (red bonnet) symbol. The refresh includes an evolved logo, a new visual language, a redesigned website (with Studio Juillet) and a winter 2026-2027 campaign across print and film.
First reported by CB News on 16 September and carried by Stratégies on 25 September 2026, the work modernises the identity while keeping the heritage symbol that generations of visitors recognise.
The Heritage Rebrand Tightrope
Rebranding a beloved 60-year-old symbol is one of marketing's trickiest jobs: modernise too little and it looks dated, too much and you sever the emotional equity built over decades. Night Session's approach — evolve, don't replace — is the textbook answer.
For a destination brand, that equity is everything. The Bonnet Rouge is shorthand for memories, family holidays and belonging. Keeping it while refreshing everything around it protects loyalty while signalling relevance to new visitors.
What Brands Can Learn
The framework for any heritage rebrand is to separate the sacred from the changeable. Identify the one or two assets carrying real emotional weight, protect them, and modernise the rest freely.
Our view: too many rebrands throw out hard-won recognition in pursuit of novelty. La Plagne shows the smarter path — honour the symbol people love, and let the system around it carry the modernisation.
Quick FAQ
What did La Plagne change in its rebrand?
Lyon agency Night Session delivered an evolved logo, a new visual language, a redesigned website and a winter 2026-2027 campaign, all built around modernising the resort's 60-year-old 'Bonnet Rouge' symbol.
Why keep the Bonnet Rouge symbol?
It carries decades of emotional equity — memories, family holidays and belonging — so evolving rather than replacing it protects loyalty while signalling relevance to new visitors.
The hardest part of any heritage rebrand is knowing what not to touch. La Plagne gets it right — protect the symbol people love, modernise everything around it. Too many rebrands chase novelty and throw out decades of hard-won recognition in the process. — Daniel Nikolla, Founder of Merx Marketing
In a heritage rebrand, protect the assets carrying emotional equity and modernise everything else — evolve, don't replace.
In your brand, which assets are sacred and which are free to change?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News and Stratégies.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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