Now the lawyers, with the firm Olson and Cepuritis Ltd., were demanding that he change the business’s name, website, logo and materials to cease using the words “Aloha” and “Aloha Poke” immediately. “Aloha Poke [Co.] would prefer to settle this matter amicably and without court intervention,” the letter read. “We therefore request that you immediately stop all use of ‘Aloha’ and ‘Aloha Poke.’ ”