PLAN CULTE
A certain physicist once said: 'Nothing is lost, nothing is created, everything is transformed.' However, I'm not here to talk about physics; quite the opposite. I'd like to discuss literature.
Now, you're probably wondering: What does Lavoisier have to do with all this?
Creation, like everything else, is a cycle. Each story we tell today has already been told a thousand times in the past. That's what classical literature is all about—stories that have endured, become timeless, tales that have touched billions of people. As an avid reader, I wanted to dedicate my final studies project to this.
My mission today is to ensure that these stories continue to live through you, across the ages. Because, believe me, you already love the classics; you just don't know it yet.
That's the promise of 'Plan Culte,' a French publishing house dedicated to the reinvention and reappropriation of classics for the younger generation.
The choice of the name is based on a bold and provocative French play on words. It adopts the familiar tone used by its target audience to talk about something everyone knows. 'Plan Culte,' for the cult of the classic but also for culture.
To align with these values, the logo is crafted from the Cultissima typeface, specially created for this purpose. This grotesque typeface, with its bold and rectilinear cuts and shapes, symbolizes the idea of grandeur. The decision is made to play with the contrast with the notion of classics using an ultra-modern typeface that resonates with the younger generation, incorporating contemporary design elements. The font is italicized as a nod to the titles of classic works that are often written in italics.
The colors are vibrant and dynamic. They illustrate the lively side of the publishing house and convey the message: 'Classics? No, it's not boring, quite the opposite.'
We can assure you that, yes, you already love the classics; you just don't know it yet. The creative concept of this campaign is to show, by taking a step aside, that each of the stories we tell today has already been told in the past. This campaign aims to break down appearances: what do we have left once we've distilled the message of a book to its essence? It's the very concept of popularization.
Following the naming of the publishing house, the campaign relies on an ultra-familiar language, a contemporary vocabulary that adds a touch of humor and provocation. The message of the campaign is simple: 'Yes, you already love the classics; it's our job to convince you.' To further emphasize this message, the graphic codes are colorful and minimalist—simple and effective.
Plan Culte is also a cultural media on social networks, especially Instagram. The visual identity has been designed to adapt to this format, to derive real added value from it. Similar to other media outlets like Brut or Konbini, Plan Culte sustains engagement through unique formats. The logo is therefore diversified into several categories, living as network activations.
PLAN CHILL : In partnership with Netflix, this section pairs a series with a classic book from Plan Culte's catalog. You can't say you don't know what to read anymore."
PLAN CULTURE : One Instagram post per week accompanied by a tidbit about classical literature, all in a familiar and spontaneous tone.
PLAN COEUR : This section highlights the favorite book adaptation of the week.
PLAN B : This segment aims to bridge the gap between generations. Plan B involves discussions between the character Zleda, representing today's youth, and characters from classic novels. Each brings their perspective based on their personality. These short comics give voice to the little voices in our heads, with humor and, above all, humanity.
The editorial line of the adapted works follows the graphic charter of the house: colorful, stylized, and bold. To stand out from other adaptations, Plan Culte chooses to embrace anachronism, illustrating period books in a contemporary style without adhering strictly to tradition. The aim is always to break conventions and appeal to the new generation.
