Meghan Markle Unveils New Brand Name and Logo, Celebrating Personal and Professional Milestones

Meghan Markle, the Duchess of Sussex, has officially rebranded her lifestyle brand, formerly known as American Riviera Orchard, to As Ever. The announcement was made in a heartfelt video shared on her personal Instagram account on Monday, February 17, marking a significant step in her entrepreneurial journey. The new brand name, As Ever, carries a deeper personal and emotional meaning, reflecting Meghan’s commitment to the values and passions she has nurtured over the years. The brand’s Instagram account has also been updated to reflect the name change, featuring a new logo that resonates with Meghan and her family’s life in California. The logo, adorned with a palm tree and two hummingbirds, is more than just a design—it’s a thoughtful tribute to her home, her husband, and their shared experiences.

The Symbolism Behind the Logo: A Nod to Home and Family

The palm tree in the logo is a direct nod to Meghan and Prince Harry’s home in Montecito, California, where they reside with their two children, Archie and Lilibet. The palm tree symbolizes the serene and idyllic life they’ve built together in the Golden State, surrounded by nature and the tranquility of the ocean breeze. The palm tree also represents resilience, growth, and flexibility—qualities that resonate deeply with Meghan’s own journey as a mother, wife, and entrepreneur.

The two hummingbirds on either side of the palm tree hold a special significance as well. According to Us Weekly, the hummingbirds are a favorite of Prince Harry’s. In his memoir Spare, published in 2023, Harry shared a poignant story about a hummingbird that appeared in their home shortly after the death of his grandmother, Queen Elizabeth II. The Hummingbird, as Harry noted, is often seen as a spiritual symbol in many cultures, representing hope, joy, and the connection between the living and the deceased. The inclusion of these birds in the logo is a touching tribute to Harry’s personal experiences and the sentimental moments they’ve shared as a family.

A New Chapter: The Evolution of Meghan’s Brand

The rebranding of As Ever marks a new chapter in Meghan’s professional journey, blending her love for lifestyle, cooking, gardening, and crafting. The name As Ever is deeply meaningful, as it translates to “as it’s always been,” reflecting Meghan’s enduring passion for the things that have defined her since the early days of her blog, The Tig, which she launched in 2014. The name also signifies her return to sharing these passions with her audience after a few years of focusing on her family and other commitments.

In the video announcing the name change, Meghan expressed her excitement about the brand’s upcoming launch, which will coincide with the premiere of her highly anticipated Netflix docuseries, With Love, Meghan, set to release on March 4. The synchronization of these two milestones is not a coincidence; it highlights Meghan’s strategic vision and her desire to reconnect with her audience on multiple platforms. “In two weeks, my show is coming out, which I’m so excited for, and also, my business,” Meghan shared, emphasizing the significance of this moment in her career.

A Glimpse into the Future: Products and Partnerships

The official Instagram account for As Ever has already given fans a sneak peek into what’s to come. A recent post featured a beautifully styled table filled with sweet treats, including fresh berries, homemade jam, and a croissant. While Meghan’s face is not visible in the image, her hand can be seen pouring jam onto a plate, adding a personal and intimate touch to the scene. The caption accompanying the post reads, “You’re warmly invited: As ever, coming Spring 2025,” hinting at the brand’s product line, which will officially launch next spring.

The reveal of As Ever also highlighted Meghan’s partnership with Netflix, which has become a key player in both her personal and professional life. Netflix is not only the platform behind her upcoming docuseries but also a partner in her business ventures. This collaboration underscores Meghan’s ability to weave her personal story into her professional endeavors, creating a cohesive and impactful brand identity.

A Return to Roots: Meghan Shares Her Vision

Meghan took a moment to reflect on the significance of the brand’s name and its connection to her past. “As Ever essentially means ‘as it’s always been,’” she explained. “If you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening—this is what I do.” The name As Ever serves as a bridge between her past and present, inviting her audience to experience the same warmth and authenticity they’ve come to expect from her.

For Meghan, this rebranding is more than just a business decision; it’s a way to reconnect with her audience and share the things that bring her joy. “I haven’t been able to share it with you in the same way for the past few years, but now I can,” she said, expressing her gratitude for the opportunity to revive her passions. As As Ever prepares to launch its products and content, Meghan is poised to inspire her audience once again with her signature grace and creativity.

Conclusion: A Celebration of Life, Love, and Legacy

The rebranding of American Riviera Orchard to As Ever is a testament to Meghan Markle’s ability to turn personal experiences into meaningful endeavors. The new logo, name, and upcoming product line are all reflections of her life, values, and relationships. From the palm tree symbolizing her home in Montecito to the hummingbirds that carry sentimental significance for Harry, every element of the brand tells a story.

As Meghan gears up for the launch of As Ever