Meghan Markle’s redesigned brand logo is packed with subtle meanings. Here’s what each element truly represents.
On February 18, the Duchess of Sussex revealed that she was rebranding her lifestyle business, previously known as American Riviera Orchard, to As Ever, along with a new crest unveiled on its updated website.
The sleek logo, a square design, features a palm tree flanked by two hummingbirds, prominently displayed at the top of the As Ever site, which also includes a fresh photo of Meghan and her daughter, Princess Lilibet.
The palm tree in the logo is a nod to Santa Barbara, where Meghan and Prince Harry reside with their children, Prince Archie, 5, and Princess Lilibet, 3.
The hummingbirds, however, carry a deeper significance tied to Prince Harry’s memoir, Spare.
In the book, Harry recalls an emotional moment following the passing of his grandmother, Queen Elizabeth.
He describes a visit from a hummingbird to their Montecito home and reflects on the bird’s symbolism in various cultures.
He writes about how the hummingbird’s appearance was interpreted as a spiritual sign, with references to Aztec beliefs and the bird’s connection to reincarnation.
Harry shared, “A mate said: Could be a sign, you know? Visitors, as it were. Aztecs thought them reincarnated warriors.
Spanish explorers called them ‘resurrection birds.’”
He also recalls thinking about his family’s home as a potential stop or destination for spirits when the hummingbird flew over «the sacred airspace we call Lili Land,» where their daughter’s playpen is set up.
In the docuseries Harry & Meghan, which aired on Netflix in December 2022, a charming moment captured Prince Archie asking his father about their interest in hummingbirds at their home.
When Harry explained the rarity of being close to the birds, Archie seemed distracted, asking, “Why?” to which Harry replied, “Because they are scared of humans…
These guys, look at them.” Meanwhile, Meghan’s laughter filled the scene as she teased Archie about his dirty foot.
On the same day, Meghan posted an Instagram video revealing the new name of her lifestyle brand and offering insight into its symbolic meaning.
«The cat’s out of the bag!» she said with a smile, sitting in a sunny garden.
“I’m shocked we’ve kept this a secret for so long.» Meghan also shared her excitement for her upcoming show and explained her decision to change the brand’s name.
«Last year, I thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things just manufactured and grown in this area.”
