A new business venture by the Duchess of Sussex encounters significant setbacks as she pivots to a different brand name.

According to Daily Mail, Meghan Markle has officially abandoned her trademark application for American Riviera Orchard, with the US Patent and Trademark Office now listing the project as "dead" after she decided to rebrand to "As Ever."

The 43-year-old former royal submitted the application on March 19 last year to establish a lifestyle brand offering products like fruit preserves, cookbooks, and home goods.

However, the process faced several setbacks, including incomplete paperwork and objections from existing trademark owners.

Trademark application faces multiple obstacles

The US Patent Office raised several concerns about Meghan's application, particularly regarding the use of "American Riviera" in the brand name.

Officials noted that this term commonly describes the California coast where the Sussexes reside, making it difficult to claim exclusive rights. Documentation problems also emerged when papers were submitted unsigned.

Financial discrepancies complicated the process further. While Meghan's team applied for 19 different trading classes, they only provided sufficient funds for 17 groups. This oversight resulted in a request for an additional £533 to cover the shortfall.

Another significant hurdle emerged when a company owning the "Royal Riviera" trademark challenged the application, creating additional complications for the venture's progress.

Netflix partnership drives brand evolution

Meghan explained her decision to change the brand name during a February 18 announcement. She revealed:

Last year, I had thought, 'American Riviera', that sounds like such a great name. It's my neighbourhood; it's a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area. Then Netflix came on, not just as a partner in this show but also as a partner in my business, it was huge.

The streaming giant's involvement has expanded the scope of Meghan's business ambitions beyond local production.

The partnership coincides with the upcoming release of her Netflix show "With Love, Meghan," featuring appearances by friends Abigail Spencer and Mindy Kaling.

Product range expands under new brand identity

Patent applications reveal ambitious plans for "As Ever" to encompass a wide range of products. Beyond food items like fruit preserves and baking mixes, the brand aims to include textiles, skincare products, and home goods. Gardening tools, cutlery, and household scents also feature in the planned product line.

Recent trademark filings indicate intentions to compete with established brands in the baking industry.

The venture will offer cookie, biscuit, and pancake mixes, positioning itself alongside major names like Betty Crocker and Dr Oetker.

Marketing efforts have already begun, with Meghan sending limited edition jams to celebrity friends. Notable recipients include Kris Jenner, Chrissy Teigen, and Delfina Blaquier, who shared photos of the products on social media.

Brand transformation marks new chapter

Meghan Markle's decision to abandon the American Riviera Orchard trademark represents a strategic pivot in her business ventures.

The move from a locally-focused brand to "As Ever" reflects an expanded vision made possible through Netflix's partnership.

The former Suits actress will launch her new cookery show on Netflix while simultaneously developing her merchandise empire under the "As Ever" brand. This dual approach aims to leverage both her personal brand and the streaming platform's global reach to establish a successful lifestyle business venture.