Meghan Markle has rebranded her lifestyle enterprise from “American Riviera Orchard” to “As Ever” following trademark complications. The initial name faced rejection from the U.S. Patent and Trademark Office due to issues with geographic references and similarities to existing brands. In response, Markle introduced the “As Ever” brand, unveiling a new website and logo featuring a palm tree flanked by hummingbirds, symbols significant to her and Prince Harry.
The rebranding aligns with the upcoming release of her Netflix series, “With Love, Meghan,” set to premiere on March 4. The “As Ever” brand aims to offer a range of home goods, food products, and personal care items, reflecting Markle’s interests in cooking, gardening, and crafting, reminiscent of her former lifestyle blog, The Tig.
However, the new logo has attracted attention from the Spanish town of Porreres in Mallorca, whose mayor alleges that it closely resembles the town’s traditional coat of arms, potentially leading to legal action. Despite these challenges, Markle expressed enthusiasm for sharing her passions through the “As Ever” brand, emphasizing its connection to her personal interests and experiences.