Meghan Markle’s As Ever Logo Could Nod to Queen Elizabeth

It turns out that Meghan Markle has been hinting at her lifestyle brand’s new name for weeks, signing off many of her Instagram posts on her newly launched account “As ever.”

As Ever isn’t just a salutation—it’s now the new name of the Duchess of Sussex’s cooking, gardening, and entertaining brand, the brand formerly known as American Riviera Orchard. News on the brand front had been pretty quiet since Meghan announced its existence last March, but on February 18 she announced on her Instagram that the name had changed to As Ever, and debuted a new website complete with a picturesque, barefoot photo of her and daughter Princess Lilibet, 3.

It seems Meghan is a fan of Easter eggs and hidden meanings across the board, as her baby blue and white As Ever brand logo is full of them. The square logo has a palm tree—representative of Santa Barbara, where Meghan calls home with Lilibet, son Prince Archie, and husband Prince Harry—and two hummingbirds. People caught the possible deeper meaning behind the bird, which comes from Harry’s 2023 memoir, Spare.

At the end of the book, Harry reflected on a visit from a hummingbird to his home in Montecito after the death of his grandmother, Queen Elizabeth, in September 2022.

“Soon after our return, a hummingbird got into the house,” Harry wrote. “I had a devil of a time guiding it out, and the thought occurred that maybe we should start shutting the doors, despite those heavenly ocean breezes. Then a mate said: Could be a sign, you know?…Visitors, as it were. Aztecs thought them reincarnated warriors. Spanish explorers called them ‘resurrection birds.’”

Harry continued that the hummingbird flew around the kitchen, “the sacred airspace we call Lili Land, where we’ve set the baby’s playpen with all her toys and stuffed animals, I thought hopefully, greedily, foolishly: Is our house a detour—or a destination?”

Hummingbirds also came up in the couple’s 2022 Netflix docuseries Harry & Meghan, where Archie asked his dad why he was interested in looking for hummingbirds at their house.

“We won’t get a chance to be this close to hummingbirds ever again,” Harry said, to which Archie responded, “Why?”

“Just watch. Because they are scared of humans,” Harry said. “These guys, look at them.”

While Archie didn’t seem as awestruck as his father, Meghan took note of the moment, adding of Harry, “Papa is a bird watcher, so this is a really big moment for him.”

Just like the brand’s logo, the brand’s name is full of meaning, too. In an Instagram video, Meghan explained, “As Ever essentially means ‘as it’s always been,’ and if you’ve followed me since 2014 with The Tig [her former lifestyle blog], you know I’ve always loved cooking and crafting and gardening—this is what I do.”

“And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first,” she continued.

Meghan made sure to clarify that American Riviera Orchard’s most famous product (strawberry jam!) would still make it into the As Ever lineup: “Of course there will be fruit preserves,” she said. “I think we’re all clear at this point that jam is my jam.”