Billboard with a cartoon mouse in an orange outfit, sunglasses, and lounging in a pool, sipping a drink with an umbrella. The billboard has the words "Tango" and "Keep the pool. Lose the pests." and a website calltango.com.

Tango / How an eco-friendly pest control company broke out of a faceless category with a name and brand so fun it drew 36K+ Instagram views in its first two months.

Orange background with black text and a black icon of a dollar sign inside a house shape, and the word 'Tango' below.
Orange background with black text and a black icon of a dollar sign inside a house shape, and the word 'Tango' below.
A humorous sign featuring an animated rat dressed in a teal conductor's hat and an orange jacket, pointing to the right. The sign's background is green and contains text about the humorous purpose of the sign, with the phrase 'Where "honey-do" lists come to die.'
A humorous sign featuring an animated rat dressed in a teal conductor's hat and an orange jacket, pointing to the right. The sign's background is green and contains text about the humorous purpose of the sign, with the phrase 'Where "honey-do" lists come to die.'
Red pickup truck with the word 'Tango' in large orange letters on the side, parked on a grassy field under a blue sky with scattered clouds.
A light blue short-sleeve button-up shirt with a collar, featuring an orange embroidered logo that reads 'Tango' on the lower right side, set against a black background.
A light blue short-sleeve button-up shirt with a collar, featuring an orange embroidered logo that reads 'Tango' on the lower right side, set against a black background.
A promotional poster featuring a brightly colored snake wearing a blue cap and a necklace with dog tags. The background of the poster is yellow with text that says 'Go from "ew" to "ahh"'. The bottom right corner has the word 'Tango' in orange and yellow.
A promotional poster featuring a brightly colored snake wearing a blue cap and a necklace with dog tags. The background of the poster is yellow with text that says 'Go from "ew" to "ahh"'. The bottom right corner has the word 'Tango' in orange and yellow.
A close-up view of a pair of brown pants with a white button, belt loops, and a small logo on the bottom right corner, against a black background.
A close-up view of a pair of brown pants with a white button, belt loops, and a small logo on the bottom right corner, against a black background.
Billboard with text about property care and a globe with clouds, set against a desert landscape with cacti and dry grass, under a sunset sky.
A close-up of a bright orange tag attached to a keyring with a silver key, placed against a green background. The tag reads "Tango" and has a slogan about pest control.
A close-up of a bright orange tag attached to a keyring with a silver key, placed against a green background. The tag reads "Tango" and has a slogan about pest control.
A billboard featuring a cartoon raccoon wearing an orange outfit and an orange hat. The billboard text reads 'Tango Most Wanted.' There is a small alarm clock illustration at the bottom right corner and a warning message at the bottom stating, 'A fugitive is on the run. If you spot the suspect, CallTango.com.' The scene is outdoors with trees and a blue sky in the background.
A billboard featuring a cartoon raccoon wearing an orange outfit and an orange hat. The billboard text reads 'Tango Most Wanted.' There is a small alarm clock illustration at the bottom right corner and a warning message at the bottom stating, 'A fugitive is on the run. If you spot the suspect, CallTango.com.' The scene is outdoors with trees and a blue sky in the background.
A person wearing an orange shirt with white stripes, blue hat with green accents, and glasses, standing against a backdrop of large, brown, textured fabric that covers most of the background.
A person wearing an orange shirt with white stripes, blue hat with green accents, and glasses, standing against a backdrop of large, brown, textured fabric that covers most of the background.
A yellow Targo banner with a cartoon figure in orange clothing holding a magnifying glass, and the text "MOST WANTED" in orange at the bottom, hangs on a wall with a beige carpet underneath.
A yellow Targo banner with a cartoon figure in orange clothing holding a magnifying glass, and the text "MOST WANTED" in orange at the bottom, hangs on a wall with a beige carpet underneath.

Project Information

Stage

Pre-Launch

Industry

Professional Services

Services

Naming Sprint
Brand Sprint

Impact Points

Eco-Friendly

  • 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

Impact since brand launch

INSTAGRAM VIEWS IN THE FIRST 2 MONTHS OF LAUNCH

36,175

WEBSITE VISITS IN THE FIRST 2 MONTHS OF LAUNCH

6,100

Rob Jackman, Co-founder at Tango

“Odd Notion turned our rough idea into a brand that captures how we want clients to feel. We wouldn’t have landed here without their guidance. The result is branding that fills me with pride and excitement.”

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