The RTN brandmark stikes a balance between moods and demographics that reflects the atmosphere of the Rio on Thursday Nights. A night out at the Rio is a mixture of sophisticated young professionals and young full-of-life college students. The 'Rio' typography depicts that edge you find among college students, while the 'Thursday Nights' typography seperates the establishment from dirty college bars, and positions itself within higher income, young professional circles. The 'Rio Star' is found in both this logo and the Rio Grande Mexican primary. This connects the sub-brand of RTN to it's parent brand.

The tagline, 'Experience Your Limit', is a multi-layered brand message that is directed at this young, ages 21-35, demographic. Rio regulars will identify the word 'limit' first. The famous Rio margaritas are so strong that they limit the consumption to three, as reflected in the restaurants other sub-brand 'Limit 3'. The interpretation of the message may be different depending on a demo's intentions for their night at the Rio. Young college students might interpret the message as a challenge to fulfill that limit set in place, as college students tend to go out to consume more than average amounts of drinks. However, a young professional may interpret the message in a different manner, by taking it more personally. To this demo the challenge is to get out of the house and experience life, meet new people, and expand their cultural boundaries for many whom are in new cities by themselves.

The visual communication in both the print and digital advertising tells a story involving the main character of the night, The Margarita. Portrayed by Jenna Balsley, the personification of the famous Rio Margarita allows us to get across more layers of storytelling to the viewer as compared to past advertising attempts that feature simplicistic, stylized renditions of the product alone. 

 

The goal of this campaign, visually, was to broaden the attention of the audience to incorporate the unique atmosphere of the Rio along with the actual products being offered. Depending on what location you visit across the state there is a spectrum of differentiated experiences largely driven by the personality of the city. In Greeley, you may have an experience more closely related to a grungy Mexican cantina, while in Downtown Denver, you might get a more glamourous, urban experience.

 

The perfect embodiment of both these worlds, is the life of a Mafioso. In this way our Margarita has become the 'Don of the Rio'. Although on the surface there is music, and friends, and great-looking strangers, the real power that controls your night is the Margarita which is in everyone's hands. Moving further into this story, the 'personality' of this drink shines through. Like your night at the Rio, the Margarita itself has a very glamourous surface. With the sexy colors, flavours, glassware, and culture the drink draws you in. But the real controlling power of the 'Don', which is the tequila, is masked.

 

In these scenes our 'Lady Don Margarita' draws in the male figure. This figure is the one in which the audience can identify themselves as. Amidst the loud, fun, crowded space he spots the beautiful owner that is usually unnoticed behind the scenes. He decides to make his move to court the woman, or Marg, in hopes to eventually make his own. It is a distinct feeling that both men and women can identify with. The approach of a new experience in which you think you have control, but in reality you have none. Some people can't even bring themselves to attempt this approach, thus that is their limit. But for those who are brave enough to pursue the "Margarita", sexy woman/man, or talk to the 'Don' an exciting experience awaits whether positive or negative. 

 

The tagline, 'Experience Your Limit', invites the viewer to come to the Rio and experience that opportunity for excitement which is so rarely presented in life. To expand the restrained limits of everyday life and find sanctuary on Thursday Nights. The parallels between the personified qualties of the margarita and the relationships between men and women all within the atmosphere of a mafia controlled space, create a frame for the customer to fill in the missing parts of this story with their own interpretations and experiences. 

Photography: Jeff DeHaven | DeHaven Digital

Makeup: Lindsay Ambrosio | Makeup Madame

Modeling: Jenna Balsley | Lady Margarita, Nick Aguillan | Male Pursuer