Case Study

A modern digital experience for pencils with a long history

Canvas Reply is the International Technical Lead Agency for CMS and e-commerce at Faber-Castell. In this role the agency accompanied the long-standing company on its way towards digitisation with the design of a new website with an integrated web shop.

Roots in the 18th century…

Faber-Castell, a German company rich in tradition, has held its ground as the world’s largest producer of wooden pencils since it was founded in 1761. However, even after all the changes in line with the times and all further developments, the company has always remained true to its roots and corporate principles.

…planted within a modern digital eco-system

This was also to be reflected in the design of Faber-Castell's new website, which the company Canvas Reply was commissioned to design. At the same time, Canvas Reply was also assigned the task of combining the historical and entrepreneurial aspects with a functional online shop. The challenge was to create perfect interplay between shop and information. In addition to the products offered in the new shop, the website therefore now offers visitors a wide range of background information, such as tutorials, customer reviews and recommendations for similar products and accessories. What’s more, users can also be inspired by the tips and Instagram images from other customers.

The technical solution

The entire Faber-Castell global e-commerce platform is based on Sitecore Web Experience Manager. The system environment consists of the ERP and FSP systems as well as the payment provider, and the integrated shop system uCommerce and Sitecore xDB offer the customers a comprehensive shopping experience.

Further highlights of the new website include:

  • Product finder with dynamic filtering to clearly display the products, of which there are around 1500

  • Option to perform full text searches

  • Improved navigation, geared towards the expectations of the users

  • Display of product availability in real time in the online shop

  • Integration of various payment methods

  • Online promotions can be activated with the help of the coupon module

  • Store finder

It was very important to me that we achieve a system architecture where the consumer does not have to switch back and forth between the shop and the brand world. uCommerce as an integrated shop solution within the Sitecore environment enabled us to do just that. A CMS system change was not an option for us, as the entire organisation is already working with Sitecore.

Oliver Hempel
Faber-Castell AG

Long-standing partnership

Faber-Castell has been a customer of Canvas Reply for eight years. With the design and implementation of the website with integrated web shop, Canvas Reply, together with Faber-Castell, developed one of the first websites in Europe that combines commerce functions with content marketing for the user in a unique Sitecore environment. It was also possible to integrate the luxury brand "Graf von Faber-Castell" into the system landscape with very little technical effort by re-using the backend and replacing just the design in the front end. Five online shops are currently running on the platform with more to follow.



Faber-Castel, a German company rich in tradition, holds its own in the globalised world and is the world’s largest producer of wooden pencils. After Caspar Faber began producing pencils in Stein near Nuremberg in 1761, branches in New York and Paris followed in 1849 and 1855. The worldwide production capacity amounts to more than 2 billion pencils per year. Today, the family-owned company employs around 8,000 people at locations in Europe, North America, Latin America, Asia and the Pacific States.


Canvas Reply is a specialist for web-based software development with a primary focus on digital platforms such as Content Management and eCommerce solutions. This connects brands, products and services to provide consumers around the world with a unique experience. With Canvas Reply, any idea can be brought to life and brought into any format. Services include development, consulting, quality assurance and project management.