If you are trying to market to the “unconverted” audience (e.g. folks using traditional chemical lawn services) I suggest emphasizing leisure (more time to enjoy the yard and not maintain it) and being on the forefront on new technologies.
New Way to Grow
If you are marketing to the “green” audience already familiar with sustainability you might want to use those recognizable monikers of eco conciousness.
Grounded in nature (use of groundcover instead of grass)
Sustainable lawns, Eco lawns (boring but straight to the point)
Green bean landscaping (edible landscaping reference)
Green jean landscaping (casual landscaping, not fussy)
Nokem lawn (no chem lawn!)
Mildly Wild — that’s a great suggestion you had! I would put that name in this category since it won’t attract persnickety lawn folks.
Good luck! I would be a customer! I have been trying to get my dad to add this same dimension to his traditional landscaping company too.