Naming turns out there is a company, Alfwear Inc., from Salt Lake City, that holds a trademark for rugged outdoor clothing named kühl. (kühl is a registered trademark of Alfwear Inc.). So, that being said and having been thus advised and having thus consulted lawyers and having thus decided that we'd rather keep our prices reasonable for our customers and that it's bad karma to bully small companies but we'd rather employ our high school employees and hard working managers, we've re-imagined ourselves as kelani yogurt. Ta da.