Italian Bomboloni with an Australian twist... The Lena Lu Bomboloni is a unique doughnut experience diverging from the traditional. 
 
With subtle Aussie flair, these classic Italian desserts are crafted with a family recipe passed down from Sicilian matriarch 'Lena'. 
 
Originating in Perth, this family owned Bombolini Bar has been on an exciting journey with venues opened in Dubai, Riyadh and a wave of new venues planned across Lond and the UK as part of its collaboration with the UK retailer, Primark. 

THE BRIEF 

Not all F&B brands have what it takes to go global while offering both authenticity and universal appeal. With a strong core product at its heart, our objective was to establish a recognisable and scalable concept that resonates with diverse audiences and markets. 

As Lena Lu evolved from its early days in Australia, the brand set its sights on international growth—retaining the universal appeal of its core product while thoughtfully adapting its identity and customer experience to new markets. 

Our partnership began with concept development and interior design for its initial venues in the Middle East before helping the brand prepare for its high-profile collaboration with a major UK retailer, Primark. 

To support this expansion, TGP International refined Lena Lu’s positioning as an experiential dessert brand, delivering consistency across store design, operations, and marketing while adapting to the specific dynamics of each new market. 

THE CONCEPT 

Part of Lena Lu’s charm is the immersive, hands-on experience it offers to customers, inviting them to customise their bomboloni with a choice of fillings and toppings—making the process interactive, playful, and visually striking. 

The interactive doughnut bar became the centrepiece of the Lena Lu experience, inviting customers to choose their fillings and toppings while watching their Bomboloni being freshly prepared.  

This tactile element transforms a simple purchase into a memorable, hands-on experience, reinforcing Lena Lu’s identity as an experience-led brand rooted in interaction and joy.  

Feeding into this, the store interiors are thoughtfully designed to echo the brand’s playful spirit—featuring soft pastel pinks, vibrant neon signage, and bold product displays that draw the eye. Together, these elements create a welcoming atmosphere that invites curiosity and encourages guests to engage not just with the product, but with the space itself. 

Building on this immersive brand world, every touchpoint—from packaging to digital branding—was carefully crafted to ensure Lena Lu remained instantly recognisable, while maintaining the flexibility to adapt seamlessly across different markets and formats.   

This consistent yet versatile approach helped reinforce brand recall, allowing the playful identity to resonate whether in a flagship store, pop-up, or online environment.  

BRAND PERSONALITY & IDENTITY 

Lena Lu embodies vibrancy, creativity, and indulgence—qualities that informed every aspect of the design and strategic approach.  

Through a cohesive branding framework developed by our creative teams, the identity was unified across visual language, tone of voice, and customer experience, ensuring Lena Lu’s distinctive personality remained consistent while adapting to varied market contexts and physical locations. 

The strategy balanced playful energy with a premium feel, using bold colour palettes, refined typography, and inviting messaging to appeal to a wide audience. A warm, enthusiastic tone was deliberately chosen to make each interaction feel personal, reinforcing the brand’s experiential and joyful spirit across every touchpoint.  

Lena Lu’s brand identity draws on both its youthful energy and its authentic heritage, seamlessly blending tradition with modern indulgence. The brand’s origins, rooted in a Sicilian grandmother’s recipe, add a layer of authenticity, reinforcing its universal appeal.  

The brand’s contemporary identity and interactive concept were intentionally designed to keep Lena Lu exciting and relevant for today’s audience. Through vibrant, Instagrammable store environments—complete with quirky graphics, neon signage, and playful quotes—TGP International’s design strategy amplifies visual impact and encourages organic social sharing, making each visit a moment worth capturing.

A key part of our strategy was ensuring Lena Lu’s identity could resonate across demographics. Its bold, trend-driven presentation attracts younger consumers seeking new foodie experiences, while its warm and approachable atmosphere makes it an inviting space for families.  

The flexibility in its brand voice allows it to engage with different audiences while maintaining a consistent identity. Whether through a cheeky, social-first content or a visually enticing in-store experience, Lena Lu ensures that every interaction reinforces its positioning as a fun, indulgent, and community-driven brand. 

IMPACT 

Lena Lu’s ongoing expansion strategy is rooted in demonstrating the adaptability of its core concept across varied market environments. In the UK, the brand has partnered with Primark to activate high-footfall retail spaces, strategically positioning its offering within a fast-paced, fashion-forward consumer landscape to test and prove its appeal with a younger, novelty-seeking audience.  

We have already seen a simplified menu, bold visual merchandising, and a targeted influencer strategy drive strong initial awareness, while experiential in-store activations have helped convert footfall into meaningful engagement. 

A major milestone in the brand’s journey was the high-impact collaboration with Hello Kitty—launched as part of the Primark partnership—which delivered Lena Lu’s highest monthly revenue since launch. The limited-edition Hello Kitty Glaze quickly became the second best-selling product, reaching this position within just six weeks. 

As a standout example of strategic collaboration and brand partnership in the F&B space, the campaign generated strong engagement both in-store and online. Queue times at select stores surged to up to three hours, supported by significant digital traction. Key highlights include: 

- Over 2.7 million in influencer reach across Instagram and TikTok 

- 1.8 million video views, with high engagement through shares, saves, and comments 

- 32 organic influencer activations 

- 15 earned media features, contributing to a total media reach of over 17.4 million 

TEAM RECOGNITION 

Sincere thanks to Claire Richmond, Gabriel Murray, Jemina Adewole, Jessica Jones, and Maria Celeste Santana for their commitment and creativity throughout the Lena Lu brand journey.