Meghan Markle’s latest business venture has faced yet another hurdle, with critics taking aim at the Duchess of Sussex’s lifestyle brand, As Ever. 

The rebrand comes after Meghan was forced to drop her original name, American Riviera Orchard, following a trademark dispute. 

However, the challenges didn’t stop there, as her newly designed logo has now sparked controversy, 

drawing comparisons to the historic coat of arms of Porreres, a town in Mallorca, Spain.

Among those voicing their disapproval is GB News host Eamonn Holmes, who recently dismissed Meghan’s brand name as “rubbish” during a discussion on the topic.

Eamonn Holmes Mocks Meghan’s Brand Name and Logo

During a segment on GB News, Eamonn Holmes didn’t hold back when addressing Meghan’s latest business struggles. Speaking with co-host Ellie Costello, the presenter questioned the thought process behind the name As Ever, suggesting it lacked creativity.

“You wonder why somebody would have such a rubbish name anyway?” Eamonn quipped.

Adding to the criticism, he pointed out the similarities between Meghan’s brand logo and the Spanish town’s emblem, saying, “And the logo with the little tree and the birdies, it’s pretty close to the other one, isn’t it? It looks Arabic.”

The branding issue has sparked a legal probe, with officials in Porreres reportedly considering action against the Duchess over potential intellectual property conflicts.

Royal Expert Labels Rebrand a ‘Disaster’

Former royal butler Grant Harrold also weighed in on Meghan’s branding difficulties, calling the situation a “disaster”. Speaking on GB News, he remarked that the Duchess’s rebrand had already faced setbacks, and the logo controversy only added to her troubles.

“It’s a bit of a disaster, isn’t it, for her? She’s trying to launch this brand, and already she’s had to rename it. And then when I saw the logo, it’s very similar to the Spanish town’s, so it’s not great,” Harrold stated.

He also noted that Porreres officials are reportedly prepared to challenge Meghan over the logo resemblance, which could create further legal complications.

Repeated Rebranding: A Pattern for Meghan and Harry?

Harrold also pointed out that the Duke and Duchess of Sussex have struggled with branding efforts in the past. Since stepping back from royal duties, Meghan and Prince Harry have launched and rebranded multiple projects, some of which have failed to gain traction.

“It’s constantly this rebranding thing that’s going on, which is quite interesting. We’ve had different brands—way back to Sussex Royal at the very beginning. Now, we’ve got this new lifestyle series that’s coming out, and obviously, she’s got this new brand that’s going to go alongside it—it’s very difficult,” he explained.

According to Harrold, the couple’s attempts at breaking into the business world have been met with skepticism.

“This is not something royals typically do. Prince Harry is a senior member of the Royal Family, so it’s kind of uncharted territory that they’re going into. And this is a bit of a disaster, because everything they seem to do when it comes to branding, it just doesn’t seem to work,” he added.

Can Meghan’s Brand Succeed in the U.S.?

Looking at the Sussexes’ careers in the U.S., Harrold observed that opinion remains divided. While some support their ventures, others feel their attempts at building a commercial empire have been misguided.

“In the States, you kind of see people for and people against them. I think most people would rather that they weren’t doing this,” he said.

Harrold suggested that Meghan and Harry’s involvement in high-profile projects like the Invictus Games garners more respect than their business ventures.

“I think the Invictus Games is definitely the kind of saving grace, that’s the thing that everybody admires and respects them for. But when they keep going back into this kind of celebrity-branded lifestyle, I don’t think anyone is really that hugely interested,” he continued.

The former royal aide also noted that historically, members of the Royal Family have struggled when attempting to merge business with their royal status.

“Going into this business world, I think I’m right in saying historically with royals and business, it doesn’t really work. It never has, and I don’t think it ever will,” he concluded.

What’s Next for As Ever?

Despite the backlash, Meghan’s brand As Ever is still moving forward, with trademark applications revealing plans for a range of home goods, including textiles, skincare, and haircare products. However, the controversy surrounding the logo could pose further setbacks for the brand before it even officially launches.

While Meghan has yet to publicly address the criticism, her recent Instagram post discussing the rebrand suggests she is determined to push ahead. However, with high-profile critics like Eamonn Holmes mocking the brand name and potential legal issues brewing in Spain, the road ahead for As Ever remains uncertain.

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