2025. www.tastetheapple.com
Taste the Apple is a food and walking tour company in New York City, founded by Julie Guedj, a tour guide since 2014. The existing Squarespace site needed a full refresh: cleaner layout, updated visual identity, new pages, mobile optimization, and better SEO. The scope also included adding new tour pages, a cooking class section, and restructuring the navigation for clarity.
The existing brand had a direction but lacked consistency and punch. The redesign centered on a new visual identity: a warm pastel palette anchored by a coral red, paired with Shrikhand, a bold and characterful display typeface for headings, and Helvetica for body text. The combination gives the brand a personality that feels both playful and trustworthy, fitting for a guide-led experience in New York. Beyond the visual identity, the icon set was fully reworked. Each food stop on the tour pages has a custom set of icons, creating a visual language that runs consistently throughout the site. Customer reviews and an FAQ section were also integrated, both to build trust and to support SEO.
Deliverables
Squarespace 7.1 migration & full redesign
Visual identity: color palette, typography, brand board
Custom icon set
Navigation restructure
New tour pages (walking tours) + cooking class section
Customer reviews integration
FAQ section (SEO)
Mobile optimization