Meghan Markle’s Brand NAME Change – Revealed!
Meghan Markle admits her American Riviera Orchard brand became a “word salad” before quietly securing the name “As Ever” years earlier.
At a Glance
- Meghan Markle revealed she trademarked “As Ever” in 2022, two years before publicly launching American Riviera Orchard
- The Duchess blamed the rebrand on the original name becoming a “word salad” rather than facing trademark rejections
- Her American Riviera Orchard trademark was denied by the U.S. patent office, which doesn’t allow trademarking place names
- Marketing experts suggest Markle is struggling to find her target audience with her lifestyle brand
- She discusses her entrepreneurial journey on her new podcast “Confessions of a Female Founder”
The Brand Evolution Story
Meghan Markle recently addressed the confusion surrounding her lifestyle brand’s name change from American Riviera Orchard to As Ever on her new podcast, “Confessions of a Female Founder.” The Duchess of Sussex revealed she had actually secured the As Ever trademark back in 2022, well before launching American Riviera Orchard publicly. This revelation contradicts speculation that the rebrand was solely due to trademark issues, though her original application for American Riviera Orchard was indeed rejected by the U.S. patent office.
In her podcast, Markle explained her initial attraction to American Riviera as an umbrella brand concept. “I like American Riviera as an umbrella, and then be able to have verticals beneath it. And maybe have the ‘Orchard’ really small. But when that’s not feasible … suddenly it became this word salad,” she admitted. The branding complications became apparent as she tried to develop the concept, leading her to reconsider her approach entirely.
Trademark Troubles and Critical Response
While Markle downplayed trademark issues in her explanation, records show her original application faced significant hurdles. The U.S. patent office rejected American Riviera Orchard because geographical locations cannot be trademarked. This setback coincided with what Markle described as a beneficial “quiet period” that allowed her to refocus her vision. The brand’s initial products—jam and honey—reportedly sold out quickly, though some marketing experts questioned the authenticity of this apparent success.
“I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting.”, said Meghan Markle.
The rebrand has not been without controversy. A New York clothing brand also named As Ever reportedly considered legal action, though they do not own the trademark. Additionally, critics pointed out that Markle’s brand logo resembles the coat of arms of a Majorcan village, further complicating her brand’s reception. Marketing professionals have suggested these missteps indicate Markle is struggling to identify her target audience in an increasingly competitive lifestyle market.
A Learning Journey
In a rare moment of vulnerability, Markle acknowledged making mistakes throughout her entrepreneurial journey. “Even with the name … I was figuring it out in real time. I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve,” she shared on her podcast. The rebranding coincided with her Netflix partnership and the launch of her show “With Love, Meghan,” which has reportedly been renewed.
“Even with the name … I was figuring it out in real time. I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve.”, concludes Markle.
Markle’s “Confessions of a Female Founder” podcast will feature eight episodes focused on her business experiences, with notable guests including Whitney Wolfe Herd and Reshma Saujani. The series follows her previous Spotify podcast “Archetypes,” which ended after one season. Between her Netflix show, podcast, and lifestyle brand, Markle appears determined to establish her identity beyond royal connections since relocating to California in 2020.
