Meghan Markle Relaunches Lifestyle Brand with a Fresh New Era
A New Chapter for As Ever
Meghan Markle has relaunched her lifestyle brand under a new name, As Ever, introducing a fresh new era that captures the brand’s original bespoke charm. The new brand takes a more personal approach, combining sleek design with heartfelt personal flourishes.
A Refined Evolution
The original brand name, American Riviera Orchard, was subject to a rejected logo trademark application in September. As Ever’s new design approach is a refined evolution, with a sleek new crest and classy calligraphic wordmark that celebrates the Duchess’ creative side.
A More Fluid Brand
The Duchess claims that the new title is less restrictive, allowing for a more fluid brand. In an Instagram post announcing the new brand, Meghan shared, "This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish – food, gardening, entertaining, thoughtful living, and finding joy in the everyday."
The New Brand Aesthetics
The highlight of the rebrand is the As Ever website, featuring a new wordmark logo and intricate crest. The handwritten calligraphy-style logo has a soft, romantic feel, complemented by a lush Californian backdrop featuring the Duchess and her daughter Lilibet running through their garden. Two hummingbirds frame a delicate palm tree on the brand’s new crest, pairing minimalist illustration with elegant linework to create a classy, scalable design.
A Comparison of the Old and New Logos
As Ever and American Riviera Orchard logo comparison.
(Image credit: As Ever/American Riviera Orchard)
Conclusion
As Ever shines in its simplicity – an unfussy yet refined brand built upon passion and bespoke creativity. Despite its rocky beginnings, the Duchess’ lifestyle brand has evolved into a charming identity rooted in stripped-back style dripping in minimalist class.
FAQs
Q: What is the new name of Meghan Markle’s lifestyle brand?
A: As Ever.
Q: Why was the original brand name, American Riviera Orchard, rejected?
A: The logo trademark application was rejected.
Q: What is the key difference between the old and new logos?
A: The new logo is more simplified and features a more personal approach.
Q: What is the theme of the new brand?
A: Food, gardening, entertaining, thoughtful living, and finding joy in the everyday.
