Meghan—she’s done it again. Less than a year after unveiling her grand return to the lifestyle brand world with *American Riviera Orchard*, the Duchess of Rebranding has struck once more. Say hello to *As Ever*, a name she claims reflects her deeply personal journey. But is this just another chapter in her ever-evolving brand saga, or a desperate scramble to stay relevant?
The announcement came via a glossy Instagram video, where Meghan beamed about this “exciting new chapter.” But did she explain why she’s ditching the original name so soon? Nope. Instead, she vaguely hinted that *American Riviera Orchard* “limited her.” Don’t worry, jam lovers—Meghan reassures us that her celebrity-approved fruit preserves are still in business. After all, nothing screams “thoughtful living” like shipping overpriced jam jars to A-list friends while the rest of us remain jam-less.
A little digging reveals that Meghan’s latest rebrand isn’t just an artistic choice. Turns out, her original trademark application was rejected. That’s right—she legally *had* to switch things up. Her initial filing covered an absurdly long list of items: cookbooks, linens, cutlery, jams, pet collars—you name it, she wanted her monogram on it. But with her legal deadline looming, she scrambled for a new identity. Enter *As Ever*.
And then there’s the logo. Oh, the logo. YouTuber *Think Beautiful* pointed out that the *As Ever* logo bears a striking resemblance to the coat of arms from Porreres, a charming little town in Mallorca, Spain. So, not only did Meghan ditch her first brand name out of legal necessity, but she might have replaced it with another potential legal headache. Meghan, who, as far as anyone knows, has zero connection to Mallorca, now sports a logo that looks like it came straight out of a Spanish municipal design book. Was this an intentional homage, a subconscious slip, or just another case of Meghan’s famous habit of borrowing ideas?
Critics wasted no time roasting the logo. Some pointed out that the new design features a single palm tree instead of two, suggesting that perhaps the Sussexes aren’t as intertwined as they once claimed. Others joked that the birds in the logo symbolize their kids. A few even speculated whether the palm tree was meant to mark the spot where they allegedly buried remains from Meghan’s miscarriage.
Then there’s the font mismatch. Design-conscious sleuths noted that the *As Ever* typography doesn’t blend well with the palm tree sketch. “It’s just not cohesive,” one critic lamented. “Maybe Meghan doodled it on a cocktail napkin and handed it to a designer with a casual ‘make it fashion.’”
Copying? *As Ever*, that seems to be the consensus. Meghan Markle has long been accused of lifting ideas from others—whether it’s her brand names, her speeches, or even her personal branding. (Cue the never-ending comparisons to Princess Diana.) The internet isn’t buying her originality, and this latest logo debacle only adds fuel to the fire.
Legally speaking, could she get sued? Possibly. Plagiarism and trademark violations are serious business. Most of the time, cases like this end with a slap on the wrist or a fine. But if it’s bad enough? Yep, it can be a crime. But hey, Meghan loves a courtroom drama, so why not add this to her legal repertoire?
From the outside, this whole situation reeks of desperation. Meghan’s lifestyle brand was supposed to be a refined, elegant empire. Instead, it’s starting to look like a frantic game of branding whack-a-mole. First, *The Tig* got scrapped. Then *American Riviera Orchard* hit a legal wall. Now, *As Ever* is under scrutiny before it even fully launches.
At this rate, will there be another rebrand in six months? If so, might we suggest *As If*?
