Meghan Markle has rebranded her lifestyle venture, previously known as American Riviera Orchard, to the new name “As Ever.” The announcement was made in an Instagram video shared with her 1.9 million followers. In the video, Meghan sits in a sun-dappled yard with her hair in a messy bun and a dog scampering down a set of stairs. She reveals her new project with enthusiasm, saying, “Cat’s out of the bag.”
The rebranding marks a significant shift as Meghan pivots her focus on a blend of food, gardening, entertaining, and thoughtful living.
This transition reflects her departure from the British royal family and her embrace of a more entrepreneurial and personal direction. The website for As Ever features an image of Meghan and her daughter, Princess Lilibet, running through vibrant green grass in matching white dresses. The logo includes a palm tree and two hummingbirds, a nod to Prince Harry’s favorites.
Meghan’s new venture unveiled
Meghan articulated her vision for the brand’s new chapter, calling it an endeavor that “beautifully weaves together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the every day.”
However, some experts view the rebrand as “cringeworthy” after Markle reportedly faced trademark woes. British broadcaster and photographer Helena Chard said, “Meghan hasn’t stepped away from her self-induced drama.
She seems to be stuck in a revolving door of inauthentic, contrived, and, on occasion, cringeworthy behavior.”
Royal expert Richard Fitzwilliams pointed out that Meghan was forced to change the name after American Riviera Orchard “was held up for months over trademark issues.” The U.S. patent and trademark office refused the application, noting that American Riviera was a “common nickname” for Santa Barbara. Food and gift retailer Harry & David also filed a protest, claiming that the name was too similar to their “Royal Riviera” product line. In response, Markle’s legal team requested a three-month extension to try and secure a trademark.
Branding expert Doug Eldridge noted that trademark issues are common for new brands and can “sometimes take years to correct and often require costly litigation.” He suggested that renaming the line altogether might have been the most expedient solution for Meghan.
Image Credits: Photo by King’s Church International on Unsplash
