What is magic? Hard to say really, because magic defies understanding. It flies in the face of rational explanation. You can’t pin it down. You can’t bottle it. But magic makes wonderful, remarkable things happen. The magic that we aim to create here at Van Genechten is the extra excitement that our customers’ products generate when they appear in our packaging. It’s a new level of wow that lifts a merely competitive brand into a category beater. It’s the packaging equivalent of stardust that almost makes the pack leap into the shopping basket.