Published 10th April 2025

Aardman unveils new visual direction for Wallace & Gromit consumer products

Aardman has partnered with Studio Griggs to develop a fresh visual direction for the iconic Wallace & Gromit brand, released through two themed design packs for the global market, and a specialised packaging guide for the East Asian market.

The new design packs introduce a modern and playful aesthetic, featuring updated vector character artwork, new icons, patterns, typography, colour systems, and placements— with a thematic strategy at its heart.

Home Sweet Home, is filled with playful details inspired by the warm interiors, and (mostly) blissful domesticity of West Wallaby Street, highlighting Wallace and Gromit's life together at No. 62. Including occasional lodgers, like criminal mastermind, Feathers McGraw, and loveable visitors, like Shaun the Sheep.

Wallace And Gromit Visual Design Update 2

It's a Dog's Life celebrates the many sides and audience adoration of Gromit, capturing his sharp wit, kind heart and a canine-inspired design touch or two along the way.

Wallace And Gromit Visual Design Update 3

This collaboration builds on Aardman’s recent partnership with Studio Griggs, who were commissioned last year to work on several Wallace & Gromit-related projects, including a foundational creative strategy for consumer products, and style guide for the critically acclaimed, double BAFTA® Award-winning film Vengeance Most Fowl.

Aardman’s Creative & Product Development Manager, Ilona Sunderland, commented: “Working with Studio Griggs on these design packs has been fantastic. Steph’s deep understanding of the brand and attention to detail has been invaluable. Just like the films and the characters themselves, it’s all in the finer details! We’re thrilled to roll out this new creative direction, which will enhance our existing partnerships and unlock new opportunities as we look toward another exciting year ahead for Wallace & Gromit.”

Studio Griggs Founder & Creative Director, Stephanie Griggs, said: “The brand design storytelling opportunities for Wallace & Gromit are endless, and I thoroughly enjoyed converting some of the core brand themes into a visual approach that will resonate with the devoted fanbase, whilst welcoming a new audience. It’s such a joy working with the Aardman team and I am so excited to be continuing our collaboration this year via new projects aligning with the creative strategy!”

As Aardman approaches its 50th anniversary in 2026, the studio is sharpening its focus on expanding its Licensing business. Led by Executive Commercial & Brand Director Emma Hardie and Director of Licensing & Distribution Alison Taylor, this new strategy and structure are central to Aardman’s Brand and Licensing division’s efforts to enhance the global reach and value of the studio’s iconic intellectual properties.