Language learning based on a linguoculturological approach enables national cultural phenomena interpretation through studying units of the national language. Such work promotes the formation and development of culturological and linguoculturological competencies of students. Within the framework of the competence-based approach to teaching relevant in modern pedagogy, these competencies are crucially important in secondary and higher education. In this regard, the humanities (above all else, Russian Language and Literature) are of particular importance. Literature lessons enable teachers to apply traditional and new methods, use a variety of culturally marked didactic materials. One such effective method employed to organise the educational and research activity of students is designing a linguoculturological project. Providing the example of the lexemes apple tree (yablonya) and apple (yabloko), the article aims to outline the specificity of lexical analysis from a linguoculturological perspective when developing a linguoculturological project. The project on the topic ‘Apple tree and apple in the Russian language, Russian culture, and the linguistic consciousness of modern youth’ includes 13 so-called ‘pages’. Linguoculturological analysis of empirical material was the principal research method employed. Additionally, the investigation used structural-semantic, functional-stylistic, descriptive, comparative, statistical methods as well as the survey technique. The developed linguoculturological project proves the importance of the concepts denoted by the words apple tree (yablonya) and apple (yabloko) for native Russian speakers and national culture at both the linguistic and culturological levels.