The name Archewell is said to be inspired by the Greek word “Arch” which means “source of action” and also inspired by their 11-month-old son Archie.
But many people, including Daily Mail columnist Jan Moir, have compared the new name with their original brand Sussex Royal. Ms Moir said: “Certainly, it has none of the self-explanatory elegance of Sussex Royal.”
However after they were no longer able to use the term “royal” in the public domain after stepping down as senior royals on March 31, it seems that the couple had no choice but to rebrand, as they now seek to put charity at the forefront of their agenda.
The columnist remained sceptical of the couples real intentions as she wrote: “The problem with the Sussexes is that, in such a short time, they have become increasingly preposterous.
“Just listen to them earnestly elaborating on their Archewell aims: ‘To do something of meaning, to do something that matters.
“I mean, who are they trying to fool? The current global health crisis has made many take stock, and to focus with piercing clarity on what is really important; family, health, love and safety.”
Other high profile figures including GMB host Piers Morgan have criticised the Meghan and Harry for the timing of their new organisation announcement.
The GMB host tweeted: “Total number of f*** the British public give about these two announcing their ‘plans’ from Hollywood right now: 0.”
Ms Moir also questioned why after the couple said their step down was to protect son Archie from the spotlight, they are now naming a charity after him.
“If the couple are so desperately concerned about Archie’s privacy, why name their primary charity after him? Surely this only leverages the child further into the public spotlight?” Wrote the Daily Mail columnist.
In the US, the couple had paperwork filed that show how the Duchess and Duke want to have their own charity, that incorporates a website and sharing “education and training materials”.
This trademark request will include books, films and podcasts in line with their rebrand, but it will also cover stranger items such as paperclips, as the couple take their brand further than before.
Meghan, who has previously helmed lifestyle blog The Tig is thought to go back to her roots, as she may build a website that focuses on “nutrition, general health and mental health” reported the Telegraph.
Although there have been no details officially released by the couple, as they a “focusing on the threat posed by coronavirus” however the details of their latest venture are available to view in the public domain.
On Twitter users have taken to the site to express their opinion on the latest Megxit news.
One said: “Archewell is…just a really terrible name. It doesn’t make sense and leverages the child they claim to be trying to protect from the spotlight. Are any branding and PR people actually giving advice or being listened to? It’s shocking how bad Harry and Meghan are at this.’
A second also blasted the timing of their rebrand.
They replied: “Couldn’t they have waited? Deeply inappropriate time.”
A third exclaimed: “Don’t think this is an appropriate time to launch this website #archewell. Millions are fighting this terrible #COVID19 virus, thousands have died, with more to come. There is a time and a place and this is not it!”
Meghan and Harry are allegedly “excited” about what is to come with their projects, as they plan to organise and conduct support groups for people in need.
There are also plans to self publish articles, magazines, books, music, podcasts, television shows and even computer software.
It is thought that the move to trademark other items such as clothing, footwear and stationery is merely precautionary, however, it has not been ruled out.