In accordance with the Law Of Triviality, the name is the most frequently publicly discussed property of CockroachDB.
The name will not change, but if you care enough about it that you're willing to let a number of brutal and completely untested search-and-replace invocations stir up the source code, you can have a version of CockroachDB jerry-rigged to match your preference!
$ ./build.sh
Enter the name of your new database software:
MyFancyDB
[...]
$ ./myfancydb
MyFancyDB command-line interface and server.
Usage:
myfancydb [command]
[...]
Don't actually use this. If you like CockroachDB but dislike the name, consider giving it a shot anyway; it might just grow on you.