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Some formulas changed the world. Others changed chicken.

KFC’s Original Recipe is built on a secret formula of eleven herbs and spices, one of the most famous recipes in food culture. To celebrate this legendary “formula,” we fused two globally recognisable figures associated with iconic formulas: Colonel Sanders and Albert Einstein. The visual hybrid creates an immediate moment of intrigue, inviting viewers to discover the clever connection between scientific genius and culinary mastery.

By reimagining Einstein’s famous equation through the lens of the Colonel’s kitchen, the work transforms a piece of scientific symbolism into a playful tribute to KFC’s greatest asset: its recipe. It is a simple but powerful idea that makes the brand’s secret formula feel timeless, intelligent and culturally iconic.