I like the IPF 968 lights, used them on my Cherokee very often. The typical round slim style, but they have a unique reflector that throws the light a little differently than the usual lights. I would have used them on my JK but I want to keep everything a notch above the average stuff and use only HID or LED for lighting on this. I have a pair of the 7" HIDs on my front bumper, and use them when I get the chance on backroads. If you really need extra light, it's hard to beat those for the price! Tons of light and the color temperature makes for better contrast than normal halogen lights.
For looks, the PIAA lights are usually the best looking with the reflector designs and the tinted lenses. Hella Black Magics are cool as well. For cost, the Hella 500s are probably the best choice from all of the reputable brands. KC Apollos are right behind them (plastic housings instead of the steel housings from the KC Slimlites).
2012 Silver Rubi. AEV 2.5" lift, JCR Dagger front bumper, Superwinch EPI 9, JCR engine skid, ACE side steps, RR 7" HID lights, Wired HDH switch panel
formerly- 2001 Yellow XJ, 7" longarm, lockers, bumper, winch, armor, lights, etc