INTEGRATING DIGITAL BRANDING AND OPERATIONAL PROCESS DESIGN THROUGH A LEARNING FACTORY PROJECT: A CASE STUDY OF ER’S COOKIES

Abstract

This paper documents the implementation of a Learning Factory (LEFA) project that integrated digital branding and operational process design through the development of a simulated food business, Er’s Cookies, and an external digital-branding observation of a partner company. The project aimed to translate classroom concepts into practical business activities, particularly brand identity development, social-media content planning, customer journey design, production workflow design, and evaluation of digital communication. A descriptive qualitative project-based approach was used. Data were derived from project documentation, direct observation of digital content, process-flow design, and reflection on the implementation stages. The results show that the project produced a coherent brand identity consisting of the brand name, logo, tagline, visual direction, social-media handles, and content concepts for Instagram and TikTok. The operational component produced structured workflows covering ordering, raw-material preparation, production, quality checking, packaging, distribution, and customer feedback. Observation of the partner company provided a practical reference for analyzing brand identity, brand voice, value proposition, digital content, and SEO. The project also revealed important limitations: the simulated business had no real customer dataset, while external company analysis was restricted to publicly visible digital information. The findings support the use of Learning Factory projects as a practical environment for connecting marketing, digital communication, and operations concepts.