Meghan, Duchess of Sussex, has announced a rebrand of her lifestyle range, with the label's new website featuring a rare photo of Princess Lilibet.
The duchess took to social media to announce the new name as her previous trademark ran into hurdles.
The rebrand comes ahead of the premiere of her lifestyle series on Netflix, which was pushed back due to the Los Angeles fires.
Latest hurdle in branding
American Riviera Orchard was announced last March when the duchess made her return to social media after a four-year hiatus.
It took inspiration from the nickname for Monticeto where the duchess resides with husband Prince Harry and their two children.
Now, the name has been scrapped.
In a seemingly candid Instagram video, Prince Harry can be heard passing the phone to his wife, saying "it's recording" before the duchess declares "the cat's out of the bag".
"Last year I thought 'you know what, American Riviera, yeah that sounds like such a great name. It's my neighbourhood, it's the nickname for Santa Barbara'," the duchess says.
"But it limited me to things that were just manufactured and grown in this area.
"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."
The duchess also revealed Netflix is now not just a partner in her lifestyle show, With Love, Meghan, but also in her new brand.
The new brand name "essentially means 'as it's always been'," she adds.
"And if you followed me since 2014 with The Tig, you know I've always loved cooking and crafting and gardening."
A new website has been launched ahead of the rebrand, which includes a new logo — a palm tree flanked by two birds — and a wide shot of Meghan walking through a sunny field with Princess Lilibet.
The princess's face is obscured, but her red hair can be seen and she walks barefoot through the grass with her mother.
Not the 'smoothest' rollout
The duchess first announced her lifestyle brand nearly one-year ago, but products have never been on sale for the public.
However, PR packages of jam jars were sent out to celebrities including Kris Jenner and Tracee Ellis Ross.
The duchess also never revealed what exactly her brand would offer, but trademark documents mentioned fruit and jam preserves, kitchenware and cookbooks.
"Of course there will be fruit preserves, I think we're all clear at this point that jam is my jam," the duchess said in her latest post.
Royal commentator Juliet Rieden told ABC News this "hasn't been the smoothest brand rollout for Meghan."
"She says she changed her original idea for the name ... because it 'limited me to things that were just manufactured and grown in this area'.
"In fact she faced copyright issues forcing a rethink."
Ms Rieden says the new name takes the duchess back to her roots, as she ran a lifestyle blog which she closed when becoming a royal.
"While it's impressive that Netflix will also be a merchandising partner for Meghan, the delay in the transmission of her show because of the devastating LA wildfires would have been another blow."
Ramped-up social media presence
The video is the latest in the duchess's ramped up social media presence, which often includes close-up, handheld videos filmed by the royal herself.
While likes have been hidden on the post and comments turned off — in line with all of the duchess's social media content — the video has over 4.7 million views.
"I think Meghan feels much more comfortable when she controls her media image and social media is perfect for that," Ms Rieden says.
"She knows what she wants to say and how she wants to present herself and can talk direct to her fanbase.
"If you love Meghan you'll love to see her here teasing glimpses of her seemingly halcyon life as a 'mom who cooks and crafts'.
"Those who don't like Meghan find it easy to pull her down, although the sneering tone can also sound petty against Meghan's vitality."
Project's success key to couple's brand
The duchess's Netflix series is set to premiere in March, and promises to show the royal rolling up her sleeves "in the kitchen, the garden and beyond".
The series was initially meant to premiere in January, but was delayed after hundreds of homes were destroyed in the Los Angeles fires.
"It is key for the Sussex brand that this new step goes down well," Ms Rieden says.
"If they want to be taken seriously and be successful it is time for the couple to move away from selling stories about life with the royal family and forge a new path."
Ms Rieden adds that the couple's other Netflix project, a docoseries exploring the sport of polo, "felt too niche and elitist".
"[Both projects] need to ensure they are not too high end and removed from everyday folk in this time of global cost of living crisis.
"Meghan is presenting herself as a modern day Martha Stewart who was very successful in this space.
"As an actress Meghan is good in front of the camera, polished and credible.
"Will her life look too saccharine and perfect? It will be interesting to see if this brand works."
