Meghan Markle’s new brand logo has a thoughtful nod to her relationship with Prince Harry.
The Duchess of Sussex, 43, announced plans to rename her lifestyle brand, American Riviera Orchard, to As Ever in a video posted to her personal Instagram account on Monday, February 17.
The brand’s official Instagram account also reflects the name change and the new logo, which features a palm tree and two hummingbirds on either side.
Us Weekly understands that the palm tree was chosen as a nod to Meghan and Harry’s home in Montecito, California, where they live with their two children, Prince Archie, 5, and Princess Lilibet, 3.
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Meanwhile, the hummingbirds were chosen because they are a favorite of Harry’s, Us can confirm.
In his memoir, Spare, the Duke of Sussex revealed that he noticed a hummingbird in his home shortly after his grandmother, Queen Elizabeth II, died.
“Soon after our return, a hummingbird got into the house. I had a devil of a time guiding it out, and the thought occurred that maybe we should start shutting the doors, despite those heavenly ocean breezes. Then a mate said: ‘Could be a sign, you know? Some cultures see hummingbirds as spirits,’” reads an excerpt from the book, published in 2023.
A new photo posted to As Ever’s Instagram account on Tuesday, February 18, revealed that products will be available in the spring.
“You’re warmly invited: As ever, coming Spring 2025,” the caption reads, alongside an image showing a table with sweet treats, including berries, jam, and a croissant.
Though Meghan is tagged in the photo, her face isn’t visible; her arm can be seen pouring jam onto a plate.
In the video announcing the name change, Meghan said the brand’s launch will coincide with the premiere of her Netflix docuseries, With Love, Meghan, set to be released on March 4.
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“In two weeks, my show is coming out, which I’m so excited for, and also, my business,” Meghan said in the video.
Meghan said she decided to change the name when “Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”
“As Ever essentially means ‘as it’s always been,’ and if you’ve followed me since 2014 with The Tig [her former lifestyle blog], you know I’ve always loved cooking and crafting and gardening — this is what I do,” Meghan explained.
“And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first,” she added.
