‘You got to be really careful what you tie your name to’: The Hawk Tuah girl is planning a rebrand

Haliey Welch, better known as the Hawk Tuah girl, is ready for a rebrand.

After being thrust into the spotlight in 2024, thanks to her now-iconic “Hawk Tuah” catchphrase—featured in a video interview uploaded by the Tim & Dee TV YouTube channel—Welch experienced a crash course in the highs and lows of viral fame.

In early December, she announced the launch of her own cryptocurrency meme coin, $HAWK. The coin quickly tanked, leaving fans upset and prompting an investigation by the U.S. Securities and Exchange Commission (SEC).

“Anyhoo, I’m gonna go bed,” Welch said as she ended a livestream on X on December 4. She wasn’t heard from again until three months later, when an Instagram Reel circulated highlighting headlines surrounding her absence. In the video, a voiceover says, “The Hawk Tuah Girl has died,” before Welch wakes up from what appears to be a dream.

Welch isn’t dead—but she is ready for a reset.

“I’m in the middle of rebranding right now,” Welch said in a recent interview with Connor Richards of PokerNews. “I’ve had a lot of time to think. I want to rebrand.” As for what that will look like? “I guess you’ll have to watch and see.”

Step one is clearing her name. The SEC has officially closed its investigation into the $HAWK coin, finding no evidence of wrongdoing, according to the International Business Times.