Here’s an article I’m quoted in, about Meghan Markle’s new lifestyle brand, American Riviera Orchard. The author is Phoebe Bain.
American Riviera Orchard is too long, too in-your-face and too generic, critics say.
While much of the world was obsessing about the whereabouts of Princess Kate Middleton after months passed without her being photographed, Meghan Markle was working on a new business venture. But some people aren’t happy about its name.
On March 14, an Instagram account with the handle .@americanrivieraorchard began posting a series of photos on an off-white linen background that, when viewed as a nine-tile grid, spell the words “American Riviera Orchard” in yellow-gold embroidery. The brand name, written in script, appeared on the Instagram account’s grid alongside a crest, as well as the word “Montecito,” the name of the California town Prince Harry and Meghan now call home.
While the website linked in the account’s bio does not include any details about the brand, a U.S. trademark application indicates that American Riviera Orchard will sell tableware, cookbooks, kitchen linens and other home goods.
Even as speculation about the whereabouts of Kate, the Princess of Wales drew significant media attention after she seemingly disappeared from the public spotlight following abdominal surgery (she has since been spotted by TMZ), royal watchers found the time to criticize Markle’s new brand name.
The blog Royal News Network, which has over 30,000 followers on X (formerly Twitter), called American Riviera Orchard “a horrible name,” noting that it’s “too long and not catchy at all.” The tweet also references an Instagram Story from American Riviera Orchard that showed Markle dancing.
While experts reached by Ad Age had plenty of qualms with the brand name, from its length to its generic nature, they noted that the moniker doesn’t limit the brand’s ability to expand into other product lines.
“People will buy stuff because it’s Meghan Markel’s company, not because of the name,” said Laurel Sutton, president of the American Name Society, a non-profit that promotes the study of naming practices.
Experts, however, also said they didn’t think the name would help the brand succeed either.
American Riviera Orchard did not immediately respond to Ad Age’s request for comment. Digital agency Article confirmed that it designed the brand’s landing page, but said it did not design the logo. The agency declined to comment further.
I think the name American Riviera Orchard is, at least initially, confusing,” said Rina Plapler, partner, strategy at branding agency MBLM, who has named brands including music video network Vevo.
The name lacks the nuance and intrigue one expects from a luxury lifestyle brand. It’s generic and obvious, shouting luxury and leaving nothing to the imagination,” Jonah Fay-Hurvitz, associate partner at strategic growth consultancy Consumer Dynamics, wrote in an email.
It feels like a name you might see from a big box or discount store trying to launch an upmarket brand with no understanding of the luxury consumer. It’s trying so hard! Where’s the subtlety?” he continued. Fay-Hurvitz has helped name brands in the home goods space including candle company Otherland.
It’s pretty anodyne—there’s nothing unique or compelling about it,” Sutton said. Sutton is also the co-founder of Catchword, a naming and branding company.
The name, however, has roots. Montecito, California is known to some as the “American Riviera,” Plapler pointed out. And using the word “American” in the name reminds the world that Markle’s identity “goes beyond the Duchess of Sussex,” Fay-Hurvitz said. “She has also chosen a crest-like logo and calligraphic typography that has a very royal vibe, so she is also playing both sides,” he continued. (Markle and Prince Harry stepped down as senior royals in 2020 following a longstanding rift with other members of the royal family.)
But the tie-in to Markle’s home might not be obvious enough to make an impact, according to Sutton. “Until I looked into this name, I had no idea that Santa Barbara was called ‘the American Riviera,’” she said. Sutton also suggested that the “Orchard” part of the name is too vague.
There are orchards in Santa Barbara, but they all seem to be apple orchards. Do Meghan and Harry own one? Are the products going to be apple-themed? I suppose they added the word ‘orchard’ because ‘American Riviera’ was not available as a name. One wonders if they are infringing anyone’s trademark,” she continued.
Others suggested that the “American Riviera” part of the name could limit the brand in the long run, geographically speaking. “The limiting factor of the name is its tie to a particular geography. What if she wants to begin sourcing products or ingredients from other parts of the country? Or working with artisans from other parts of the world? By rooting the name in a specific part of the country, it defines the brand by its origins, rather than being inspired by it,” Fay-Hurvitz said.
Experts don’t think the name will limit the product categories the brand can sell, however. “Given the high-profile nature of this brand, I think the name itself will not limit its offerings. Products for outdoor living including recipes, food and kitchen supplies could fit under this,” Plapler said. “The name absolutely can stretch to go into other categories, like beauty, personal care, food, beverage, spirits and beyond, and can function as a true lifestyle brand,” Fay-Hurvitz added.
The name’s length was a chief complaint among brand naming experts and internet critics alike. “It’s too long,” Fay-Hurvitz said. “I can’t think of many brands that have three words beyond legacy media businesses (which are now mostly acronyms), let alone any lifestyle brand (Hill House Home is three words, but it has alliteration working in its favor),” he continued, adding that the length and sounds make it a tough name to remember.
I haven’t heard anyone be able to recall it without stumbling or saying it incorrectly,” he added.
The name would have been better if it harkened back to something more personal about Meghan than her zip code, these experts agreed. “I would have probably suggested the name be more related to … something more personal from Megan Markle’s life if she is the embodiment of the brand. As it stands, this brand could be from anyone and does not feel specific to the Duchess as a person,” Plapler said.
I might have chosen something that was more related to Meghan and Harry as people, or related to the brand values,” Sutton said.
Fay-Hurvitz also said he would have encouraged Meghan to choose a more personal name. “Celebrity brands that don’t make that connection clear enough often fail. Remember Blake Lively’s lifestyle brand, ‘Preserve‘? Most people don’t because she wasn’t tied closely enough to the brand and it ultimately didn’t last.”