Tango / How an eco-friendly pest control company broke out of a faceless category with a name and brand so fun it drew 6,100 website views in its first two months.
Project Information
Stage
Pre-Launch
Industry
Professional Services
Services
Naming Sprint
Brand Sprint
Impact Points
Eco-Friendly
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As a B Corp, Odd Notion only partners with founders building products that benefit people and planet. We sort that commitment into three tiers:
Measured impact — brands with verified, certified outcomes, like a fellow B Corp.
Unmeasured impact — brands doing real good that haven't yet quantified it.
Do no harm — brands we're proud to build because of how they operate; we don't work with industries like tobacco or fossil fuels.
Tango sits in our unmeasured-impact tier. It swaps the traditional toxic chemicals common in property care for eco-friendly products that are safer for families, pets, and the planet — and it's built from day one around giving back, with a vision for donation-based services for veterans, seniors, low-income families, and struggling small businesses. The good is real and intentional; it simply hasn't been formally measured yet.
Situation
Tango is an eco-friendly property care team out of Greenville, South Carolina — pest control and holistic home maintenance for busy families and local small businesses. Their whole premise is that the people who fix your stuff should actually give a damn about you: show up on time, remember you hate spiders, leave the place better than they found it. To grow from local to regional, Tango needed a brand as distinctive as the way they work.
Problem
Property care is a category people associate with faceless national corporations like Orkin — single-service, impersonal, a different stranger every visit, and traditional toxic chemicals as the default. Tango is the opposite on every count: holistic, relationship-driven, locally owned, and eco-friendly. But "we're the nice, green one" is easy to say and hard to make memorable. Without a voice with real personality, Tango risked blending into a beige, transactional category and competing on price instead of connection.
Solution
We named the company and ran a Brand Sprint to turn Tango's difference into a brand people actually want to call. The name itself does the work: Tango is the military term for spotting the enemy — a knowing wink at the pests Tango takes down — and it's playful enough to make people smile just saying it. From there we positioned the brand against the impersonal national players — holistic property care, locally owned, eco-friendly and safe, built on "unreasonable hospitality." We gave it a voice that's unexpected, joyful, confident, funny, and caring (the kind that makes you smile when the truck pulls up), and built three message pillars around Service, People, and Values. The personality came alive in a manifesto and a library of one-liners — "We bug out so you don't have to," "Go from 'ew' to 'ahh,'" — anchored by the tagline Your space is our specialty.
Credits
Strategy: Eleazar Ruiz
Creative Direction: Eleazar Ruiz
Graphic Design: Eleazar Ruiz
Tone & Voice: Alexa Sibberson