About
Setongkol is a comic strip about two friends, Grumpy and Sunny, getting through work, travel and the small disasters of everyday life, four panels at a time. Only one of them is ever having a good time.
The strips are made by Hendry Sconovianus, from the gags and the characters to putting every strip together, with AI-assisted tools along the way.
The goal
Prove the thing we tell clients: one recurring character (here, two) can carry a whole brand. Setongkol needed a fixed format readers learn quickly, a look that stays recognizable on every platform, and one home on the web that ties it all together.
What we made
- Characters. Two friends with opposite moods, designed to be recognized in a single panel.
- A repeatable format. Every strip follows the same four beats: setup, build, turn, punchline. That makes new episodes faster to write and easier to read.
- Content across platforms. Four-panel strips and vertical episodes on Instagram, WEBTOON Canvas (in Bahasa Indonesia), Facebook and Literary Universe.
- The website. A scroll-driven intro, a panel-by-panel breakdown of how a strip works, a comics archive with a page for every strip, a preview of the upcoming Vol. 1 book with a waitlist, and a contact form for publishing, brand collaborations and commissions.
What it shows
It's the same system we build for brands: a character with a personality, a content format you can repeat every week, and a website where it all lives. With Setongkol, we tested it on ourselves first.
What's next
Setongkol Vol. 1, the first printed collection, is on its way.