Hibou is a boutique winemaker label and passion project from Jason and Hilary Driscoll, built upon the concept of the “hidden gems of the North Coast.” Those “gems” are the carefully farmed sites behind Hibou’s vineyard-designate wines, as well as the North Coast owls that inspired the name of the label. The “hidden gem” concept has grown to encompass more, however, as Hibou wines are themselves undiscovered treasures.

Visit the Hibou website

The Challenge

  1. Present a sophisticated, understated, image-driven design
  2. Make an immediate impression with the home page
  3. Guide visitors through intuitive, user-friendly navigation
  4. Promote DTC purchases and Mailing List signups
  5. Improve SEO, build brand awareness, increase visibility
  6. Connect with consumers and inform the trade
  7. Artfully integrate photography and illustrations
  8. Educate about the wines, the vineyards, the family, and the philosophy
  9. Demonstrate the distinction of the wines
  10. Communicate with an earnest, warm tone of voice
  11. Convey the sense that Hibou is an undiscovered treasure
  12. Implement e-commerce and allocations


Seeing what you’ve done has sincerely translated what I’ve been thinking, and what I’ve wanted, onto a website. You’ve made it a reality, and for that I am very thankful! I am so excited for people to see what you’ve done with this site! Thank you!

— Jason Driscoll, Winemaker and Proprietor