- Poll of 3,013 consumers on the nation’s best branded independent businesses.
- Jasper Hill Farm in Greensboro emerged as the state’s top pick (and in #102 nationally).
- Infographic showing the best indie business branding in America.
VermontBiz From storefronts to Instagram feeds, a polished visual identity can mean the difference between being passed over or picked first. To find out which independent businesses across the U.S. are nailing their branding, Piktochart surveyed 3,013 consumers and compiled a list of standout examples in every state.
These small businesses aren’t just selling cookies, coffee, or candles – they’re selling an experience, a vibe, and a visual story. Whether it’s retro charm, island cool, or urban elegance, these brands know exactly who they are and how to show it.
America’s Top 10 Best-Branded Independent Businesses:
#1. Bourbon Barrel Foods – Louisville, KY
A full-bodied brand rooted in Kentucky bourbon culture. Their packaging evokes smoky oak barrels and small-batch tradition – a true “Eat Your Bourbon” experience.
#2. The Salty Donut – Miami & Orlando, FL
With a pastel palette, elevated packaging, and scroll-stopping visuals, this brand makes donuts look luxurious – and delicious.
#3. Big Island Coffee Roasters – Hilo, HI
Their matte finishes, native storytelling, and island-grown ethos are the ultimate Hawaiian coffee brand combo.
#4. Big Gay Ice Cream – New York, NY
Rainbow graphics, quirky names, and a big personality make this a brand that’s proud, playful, and unmistakable.
#5. Please & Thank You – Louisville, KY
Retro diner charm meets indie coffeehouse vibes – this brand feels nostalgic in all the right ways.
#6. Death & Co – Denver, CO
Elegant and moody with a speakeasy sensibility, this cocktail brand elevates every detail with a noir sophistication.
#7. Aloha Collection – Honolulu, HI
Waterproof bags with a laid-back, sun-soaked aesthetic. Bright, practical, and unapologetically tropical.
#8. The Freckled Hen – Fayetteville, AR
A farmhouse-fresh lifestyle brand that feels handmade and heartfelt, from price tags to product picks.
#9. Parlor Ice Cream Co. – Northampton, MA
Sweet, soft, and oh-so-cute. Their branding turns ice cream into something you’d expect from a boutique design studio.
#10. Bang Cookies – Jersey City, NJ
Bold fonts, chocolate-drip visuals, and over-the-top fun. This brand shouts indulgence – and owns it.
Vermont had three independent businesses ranked as having the best branding in the country:
#102. Jasper Hill Farm – Greensboro
With branding that evokes old-world cheesemaking, Jasper Hill’s labels feel artisanal and rooted in place. From creamy blues to rich ochres, their packaging looks as handcrafted as the cheeses inside, blending rustic charm with quiet sophistication.
#124. Barr Hill by Caledonia Spirits – Montpelier
Barr Hill’s branding feels like Vermont in a bottle. Their bee-inspired logo, classic serif fonts, and nature-forward packaging deliver a timeless look that celebrates craftsmanship and local agriculture – especially the raw honey that gives their gin its twist.
#127. Ursa Major – Waterbury
This skincare brand nails “clean beauty” with sleek, nature-inspired packaging and a refined color scheme rooted in the outdoors. Their branding is elevated and gender-neutral – fresh greens, clean lines, and a design language that says quality and integrity.
What Consumers Really Think About Branding
A staggering 88% of consumers said they would be more likely to shop at a small business if its branding looked better than the competition. And three in four admitted to buying something purely because the branding was just that good.
When it comes to discovering those eye-catching brands, physical presence still wins. 42% said they’re most likely to spot a standout brand simply by walking or driving past – beating out Instagram, TikTok, and local markets combined.
But great branding isn’t just about standing out – it’s about avoiding the wrong kind of attention. Here are the top branding dealbreakers:
- Messy or inconsistent visuals – 27%
- Overly corporate look that feels cold or generic – 26%
- Confusing logo or unclear name – 14%
Some branding trends may also be wearing thin with customers. Over a quarter of respondents want hard-to-read handwritten logos to disappear. Others are turned off by minimalist design that feels soulless (21%) or brands trying too hard to look like influencers (23%).
What helps a small brand feel premium?
- Clean websites and storefronts were the top choice (33%), followed by
- High-quality photos and videos (29%), and
- Consistency across visual materials (15%).
And what brings customers back for more? For 31%, it’s a loyalty program or a small, thoughtful gift. Others point to beautiful packaging (22%) or a brand voice that feels authentic and memorable (17%).
“Small businesses don’t need million-dollar budgets to build million-dollar brands,” says Vinnie Wong at Piktochart. “Our survey shows that design, personality, and consistency matter more than ever. A well-crafted logo or packaging can spark curiosity, win trust, and keep customers coming back – sometimes before they’ve even tried the product.”
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