Independent Brands, I feel there so many out there nowadays. Free from the outside and happily working without a hassle at making their own trademark which is a very good thing. The old days when only big brands were ruling are gone. Part of the brand process, one of the many crucial things to associate with to your product is your site. If your customers/target audience doesn't know what your product is all about after a few seconds then all your efforts are worthless at this point.
Get your hands on with your users because it is more than a "Menu + Header Image + CTA" formula. It's about transcending your image/brand to the right customers.
Farer.com
Allbirds.com
Nextbit.com
Ratiocoffee.com
Getrest.co
Madera.com.au
AliceAndWhittles.com
Cbyge.com
Marketplace by Invision
MasterDynamic.com
SheThinx.com
Shop.FiftyThree.com