Meghan Markle Announces Rebrand with Rare Photo of Princess Lilibet Ahead of Show Premiere

Meghan, Duchess of Sussex, has revealed a rebrand of her lifestyle range, introducing a new name and logo along with a rare photo of her daughter, Princess Lilibet. This announcement was made via social media as part of a buildup to her upcoming lifestyle series premiering on Netflix.

The duchess communicated her decision to change the brand name after encountering trademark issues with her previous name, American Riviera Orchard. She initially launched this name back in March, after a four-year break from social media.

Challenges with Branding

The name "American Riviera Orchard" was inspired by the local nickname for Montecito, where Meghan lives with her husband, Prince Harry, and their two children. However, Meghan felt that the name limited her brand's scope. In a casual Instagram video, Prince Harry can be heard passing the phone to Meghan, signaling her to share the news. In her video, she stated, "it's recording" and then said, "the cat's out of the bag."

She explained, "Last year I thought, 'you know what, American Riviera, that sounds like such a great name. It's my neighborhood, it's the nickname for Santa Barbara.' But it limited me to things that were just manufactured and grown in this area." The new brand is now called "As Ever," which Meghan describes as meaning "as it's always been."

Meghan also disclosed that Netflix is not just a partner for her show, "With Love, Meghan," but also for her new brand.

Launch of the Rebrand

The launch also featured a new website, which highlights a fresh logo depicting a palm tree and two birds, along with an enchanting photo of Meghan walking barefoot through a sunlit field with Princess Lilibet. Although Lilibet's face is not visible, her red hair is seen as she enjoys the grass with her mother.

The rebranding is significant because it addresses past challenges in launching a lifestyle brand. Although Meghan first announced her lifestyle brand almost a year ago, there have been no products available for the public as of yet. However, celebrity PR packages containing jam jars were sent to well-known figures such as Kris Jenner and Tracee Ellis Ross.

Comments on Brand Rollout

Royal correspondent Juliet Rieden noted that it is vital for the Sussexes that their latest ventures are well-received. Meghan had not detailed what products would be offered under her brand, but trademark documents suggested items like fruit preserves, kitchenware, and cookbooks. "Of course there will be fruit preserves; I think we are all clear at this point that jam is my jam," Meghan humorously stated in her latest post.

Juliet Rieden remarked, "This hasn't been the smoothest brand rollout for Meghan." She quoted Meghan, who mentioned changing the original name because it restricted her offerings. Copyright issues also contributed to this reconsideration. Rieden added that the new brand reflects Meghan's roots as she previously ran a lifestyle blog before becoming a royal.

Increased Social Media Engagement

The recent video marks a notable increase in Meghan's social media activity. Often, her posts consist of close-up, handheld videos filmed by herself. Although comments were disabled and likes hidden, the video has garnered over 4.7 million views.

Rieden mentioned, "Meghan feels much more comfortable when she controls her media image, and social media is perfect for that. She knows how to present herself directly to her fanbase." She noted that for supporters, these glimpses into Meghan's life resonate positively, while critics may have a more challenging perspective.

Importance of Upcoming Projects

The anticipation builds as Meghan's Netflix series is scheduled to premiere in March, showcasing her in various day-to-day activities, including cooking and gardening. Originally set for January, the show's release was postponed due to extensive fires in Los Angeles that caused significant property damage.

Rieden emphasized the importance of the new venture for the Sussex brand, stating, "If they want to be taken seriously and be successful, it's time for the couple to move away from selling stories about life with the royal family." Rieden expressed concern that their other Netflix project, a docuseries about polo, may not have mass appeal, possibly feeling too niche during economically tough times.

Meghan aims to position herself similarly to Martha Stewart, who found great success in the lifestyle space. With her acting background, Meghan possesses on-camera presence and credibility. The public's perception of her life and the execution of her brand will be crucial as the launch approaches.

Meghan, Rebrand, Lifestyle