MY CREATIVE INK
it started from pain.
but it became something we shared, loved, and wanted to hold on to.
but it became something we shared, loved, and wanted to hold on to.
in 2023, i quit advertising — leaving behind the identity, the spotlight, the title and everything i ever was — to turn inward.
i was in too much pain, too much uncertainty, too much in my disappointment in human"kind".
i was in too much pain, too much uncertainty, too much in my disappointment in human"kind".
my cats died. Not one, but two. i hadn’t yet taken good enough care to understand what went wrong with their wellbeing.
but out of that grief came something unexpected: i discovered my talent for cooking and recipe-making.
but out of that grief came something unexpected: i discovered my talent for cooking and recipe-making.
then, the birth of @patetuoinhabao.
I learned a lot throughout those 2.5 years, was loved by customers who became friends,
and was recognized for my creativity and passion that i wouldn’t trade those two years for anything else.
it became not only my shelter, but also a hideaway for any creative soul who needed an escape from this restlessly transactional life — including loyal customers and even a former colleague who, in the end, bought my business to continue
the mission i once opened.
and was recognized for my creativity and passion that i wouldn’t trade those two years for anything else.
it became not only my shelter, but also a hideaway for any creative soul who needed an escape from this restlessly transactional life — including loyal customers and even a former colleague who, in the end, bought my business to continue
the mission i once opened.
1.
PATE TƯƠI NHÀ BÁO
WHAT WAS SEEN
— developed original recipes using unconventional human-grade ingredients, enabling cat owners to customize meals for their pets’ unique needs — creatively reshaping the home-cooked pet food market.
— built and sustained a community of 500+ active leads and 50+ loyal buyers with little to no media investment, powered by authentic photography, personal storytelling and daily emotional companionship.
— launched the first-of-its-kind co-living cat-stay experience adapted to owners’ diversified requests — think M Village, but for cats.
— continued to develop pet treats enriched with advanced supplements, herbs, veggies and fruit to expand the product portfolio, while relentlessly exploring cat furniture design and manufacturing to enhance services.
— successfully exited by selling and transferring to a loyal customer, with lasting gratitude from the community.
— built and sustained a community of 500+ active leads and 50+ loyal buyers with little to no media investment, powered by authentic photography, personal storytelling and daily emotional companionship.
— launched the first-of-its-kind co-living cat-stay experience adapted to owners’ diversified requests — think M Village, but for cats.
— continued to develop pet treats enriched with advanced supplements, herbs, veggies and fruit to expand the product portfolio, while relentlessly exploring cat furniture design and manufacturing to enhance services.
— successfully exited by selling and transferring to a loyal customer, with lasting gratitude from the community.
WHAT WAS BEHIND
— crafting and custom-making were the recipe behind its success, but also the pain of a business owner who aimed to scale up — from hiring employees to improving processes for automation.
— the brand was tied to my identity as a “crazy cat lady”. customers called me by my real name, shared intimate things to me as a friend and saw me as a trusted helping hand in their pawrent journey. the emotional bond grew so strong that it became hard for another caretaker to step in; and it eventually led to emotional burnout.
— i didn’t invent all the recipes by talent or luck overnight. nothing was ever perfect on day one. i tried, listened to feedback, failed, adjusted and eventually won customers’ hearts — all through real effort and time.
— f&b, even the pet one require strong operation mindset to maximize revenue, cut loss / waste and sustain the business while planning for growth... which was far away from my strength and was the reason i lost myself in the process and became drained both physically and mentally.
— f&b, even the pet one require strong operation mindset to maximize revenue, cut loss / waste and sustain the business while planning for growth... which was far away from my strength and was the reason i lost myself in the process and became drained both physically and mentally.
THE SADDEST GOODBYE
(sold the shop and well-handed over for a former loyal customer to carry on.
but also a realization of how much i was loved for who i am and what i was about to give.)
(sold the shop and well-handed over for a former loyal customer to carry on.
but also a realization of how much i was loved for who i am and what i was about to give.)
2.
TỔ MÈO THẢ RÔNG
(think M-Village, but for cats.)
(think M-Village, but for cats.)
3.
CAT FURNITURE DESIGN & PRODUCTION
(because i can)
(because i can)
