Petcare Branding & Marketing


The Jewell Projects hub connects you with world-class sales and marketing solutions.

We help build highly profitable food brands.


Take a look?


Many thanks,

Clent Jewell
0407 799 229
[email protected]


Smart Marketing.

Clent Jewell


“I can deliver all you need to grow, fast. Profitably."

After cutting his teeth climbing the corporate ladder in blue-chip executive sales and marketing roles with the likes of Mars and Unilever for over a decade, Clent got tired of the politics and general BS.

So, after a stint overseas (where at one stage, he found himself on the front line of a war zone, but that’s another story!), he founded Jewell Projects.

"Connecting the best people and tech to do remarkable things."

Clent works as a key member of your team, rather than a supplier, coaching to deliver high-leverage, integrated sales and marketing activity.

On-time. On budget. Cost effectively.

Outside of work, Clent can be found with his partner and their four girls, grabbing a beer with friends or yelling at the TV if the Tigers are losing!

Your Team

World-class talent, collaborating seamlessly.

  • Graphic Design
  • Web Development
  • Digital Marketing
  • Social Media
  • Photography
  • Videography
  • Copy Writing
  • Brand & Business Strategy
  • …and more!

Spotlight: Brand Strategist

“I have worked with Clent... for almost 20 years. He has a knack of bringing together talented people from all over the world to deliver exceptional results on time and on budget.”

Jonathan Cox, GM Sales & Marketing
​King Country Petfoods, NZ

75 Years.

Combined experience working on petcare brands (525 dog years).

From senior executive roles with multinationals, to building brands from start-up (including our own brands), we are passionate about pets, people and marketing that delivers phenomenal commercial results.

We're Pet People

It’s the unconditional love from your dog when you get home from a bad day at work.

It’s your cat laying in the sun, cooled by the breeze, a connosoir of comfort.

Put simply, we know that pets help make the world a bit better place.

Success Stories

Petcare Case Studies

Aussie Champ

[ Project ] Consumer Brand


Build and launch a super-premium Aussie-made pet care brand for local and international markets.

Needs Analysis

A charismatic, uniquely Aussie brand that reflected the owner/founder.

Help to secure suppliers and launch online.

‘Smell of an oily rag’ start-up budget.

Our Process

1. Discovery

First, we listen.


Proprietory tools:


1. Audience Teardown


2. Competitor Analysis


3. Product Offer(s)

2. Brand Strategy

Then, we collate your brand strategy.


1. Brand Copy Workbook (a playbook for use across marketing collateral)


2. Website Copy Workbook



3. One-word ‘Why’ Framework

3. Brand Identity

Branding is much more than just a logo.


We purposefully design and deliver an innovative, brand platform that’s uniquely yours.


1. Brand Assets, including logo and brand devices

2. Digital Assets

3. Brand Book & Style Guide

4. Development



Now it’s time to build your online presence.


​- Flexible, scaleable, based on WordPress

– eCommerce
​- Online Learning Portal

Everything else you need to ‘win’.


From packaging.


To all of your marketing collateral.


And everything you need to deliver an exceptional experience, end-to-end.


Like HubSpot CRM on-boarding and integration.

5. Launch & Support

Activate with excellence!

1. Social Media

2. Paid Advertising (Adwords, Retargeting, Paid Social)

3. Publicity, PR

  • We are also pioneering Found Engine Marketing (FEM) to build your authority to rank online, fast.

Marketing 'Magic'

1. Discovery

Sessions & Workbooks

2. Brand Strategy

Strategy Roadmap

3. Purposeful Branding

Brand Assets

4. Development

Packaging Design & Marketing Collateral

Image Library

Icon Library


Jewell Projects has pioneered FEM.
Ranked #1 on Google, within 48 hours!

5. Launch

& Support

'First make' is scheduled for March 2023.

[ Update ]

King Country

[ Project ] Corporate Branding


Build and launch NZ’s largest pet food contract manufacturer from ‘start-up’.

Needs Analysis

Global brand strategy planning, development and launch.


Product - Clean, green NZ providence

Process - At least 50% real meat ingredient

People - Outstanding talent delivering premium branded pet food

Corporate Showreel

Corporate Brand Book


USA, Europe, Asia

$100M 'start-up' now supplying top-five global retailers

[ Update ]


[ Branding Project ]

Hororata Farms

[ Branding Project ]

[ Pet Projects ]

Impacting some of the world's favourite brands


Grew the wet, dry and pouch cat brand portfolio as Brand Manager (in a team of three), to be a top-20 grocery brand, the most profitable part of the business (dollars) and one of the most trusted brands in Australia.

Designed, developed and launched a $30M strategic business unit for one of the largest Agri-businesses in Australia, ranged in supermarkets nationally.


Re-branded and relaunched the highly regulated range of pet nutraceuticals for 100% year-on-year growth at record profitability and market share.

We know pets.

[ Channels ]


Pet Specialist



Are we only for pets?

Current Projects

Give them a call to see how Jewell Projects helped?

From $40M to $135M in 5 years.

The Australian Doctors Federation is the only organisation dedicated to protecting the independence of the doctor-patient relationship… and needed a new platform to target younger doctors to their membership base.


From $12M to $25M in 18 months, on-track to be the largest office water cooler supplier in Australia.

​Why Jewell Projects?

Pet marketing specialists focused on your commercial success.

A deep understanding of the petcare market, locally AND globally for strategy abased on sound insight.

More than an agency. We partner with you. Strategy AND execution, with excellence.

Seamlessly bring together the best specialists, all with deep experience in petcare.


We have pioneered FEM digital marketing solutions.

Integrated strategy, branding, marketing, communications and activation – innovation to drive growth, now and next.

We understand the nuances between countries, channels and retailers to deliver high-leverage, maximum impact.

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