Meghan Markle’s latest attempt at rebranding her luxury lifestyle business, previously known as American Riviera Orchard (ARO), has run into some serious trouble.
Her rebranded venture, “As Ever,” seems to have hit a roadblock with accusations of plagiarism coming from a village in Spain.
The picturesque town of Porreres, located on the island of Mallorca, has raised concerns over Meghan’s new logo, which they claim closely mirrors the town’s traditional coat of arms.
A Similarity That Has the Town Hall Up in Arms
The logo of Meghan’s new brand features a palm tree flanked by two birds, which is nearly identical to Porreres’ coat of arms.
The town’s civic leaders are reportedly looking into legal action. The difference lies in the colors—Porreres’ coat of arms is colorful, with orange and green for the palm tree and black for the birds, while Meghan’s logo is more minimalist, featuring only dark grey and white.
Despite these differences, Mayor Francisca Mora was quoted saying the likeness was “surreal,” and she is unsure whether Meghan may have seen the emblem during a visit to Mallorca’s agritourism spots.
Mayor Mora also shared her hopes that the town, with a population of just 5,000, might get some international attention from the controversy.
The town, once known for its agricultural output, has grown into a popular tourist spot in recent years.
A Rebrand with a Twist of Controversy
Meghan’s “As Ever” relaunch was supposed to mark a fresh chapter for her brand.
However, just days before she made her big announcement, critics were already pointing out that the rebrand was rushed.
The new name and logo—designed to replace American Riviera Orchard—were unveiled in a slick Instagram video featuring Meghan in her Montecito garden.
The brand’s new direction includes products like fruit preserves (aka jam), home goods, and gardening items, all tied together under the “As Ever” banner.
But some industry experts believe the rebrand was driven by an underlying issue: a failed trademark application for American Riviera Orchard and the subsequent legal challenges.
Critics argue that it all feels a bit too rushed, and that it lacks the authenticity that a brand needs to thrive.
A Social Media Announcement that Raised Eyebrows
The “As Ever” reveal came in the form of a casual Instagram video where Meghan, alongside a cameo from Prince Harry, announced the new direction for her lifestyle business.
While some fans were thrilled by the announcement, others couldn’t help but notice the timing—two weeks before Meghan’s new Netflix series was set to launch.
In her video, Meghan revealed how her brand would evolve, saying she had always loved cooking, crafting, and gardening—passions she hadn’t been able to share for several years due to her royal life.
It was also clear that “As Ever” wasn’t just about cooking; it’s a lifestyle brand that ties into her personal interests.
Is It All Part of Meghan’s Master Plan?
Despite the hiccups with trademarks and rebranding, Meghan’s PR strategy has been getting some praise for its ability to keep her in the spotlight.
Public relations experts have weighed in, with some suggesting that Meghan’s constant reinvention of her business model is all part of a bigger plan.
PR guru Mark Borkowski argued that the rebranding wasn’t a sign of failure but rather a calculated move to create buzz.
He believes that Meghan’s continuous shifts in branding keep her intriguing, and the more unpredictable her moves are, the harder it is for critics to take her down.
The Ongoing Trademark Drama
While the public may be curious about the new “As Ever” products, the behind-the-scenes drama around trademarks continues.
Meghan’s attempt to secure legal rights for “American Riviera Orchard” has been blocked, and she’s had to deal with a complicated legal process.
Her application for a trademark has faced numerous hurdles, from paperwork errors to disputes with competing brands.
At one point, Meghan’s legal team even requested an extension to resolve these issues, which only added to the sense that the whole business venture was in limbo.
Still, sources close to Meghan insist that she’s not backing down and will continue pushing forward with her plans.
A Product Line That Includes More Than Just Jam
One thing is clear—Meghan’s new brand isn’t just about fruit preserves.
In addition to jams and spreads, “As Ever” will offer a variety of products, including home goods, gardening tools, and even skincare items.
There will be tableware, blankets, candles, and other household products that are meant to align with Meghan’s personal taste and lifestyle.
Her collaboration with Netflix, which will sell these products in its retail spaces, is also part of the strategy.
However, it’s still unclear whether the brand is ready to roll out these products, especially given the ongoing trademark issues and the lack of a confirmed launch date for the store.
Will This Brand Be the One to Stick?
Despite the challenges, it’s clear that Meghan is hoping this rebrand will finally stick.
The question on everyone’s mind, however, is whether the third time’s the charm.
Fans and critics alike are watching closely to see whether Meghan can make “As Ever” a lasting success, or if another rebrand will be just around the corner.
Meghan’s journey with her business, from American Riviera Orchard to the latest “As Ever” launch, is full of twists and turns.
As the controversies continue to unfold, it’s clear that Meghan Markle’s name will remain a topic of conversation—whether she likes it or not.
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