The Flow (BVMC-SJX33GT)

Low-End 12 Cups Drip Coffee Maker

for Mr. Coffee

Altitude, Inc. has an established history of designing and developing a range of coffee makers for Mr. Coffee. Building on this ongoing partnership, Altitude was once again approached to create a new low-end 12-cup drip coffee maker.

The primary objective of this project was to design a SKU-extendable coffee maker utilizing Mr. Coffee’s existing internal components.

A key requirement was to minimize part count wherever possible in order to reduce manufacturing complexity and cost, while maintaining performance and user experience.

Challenge of Strict and Unchangeable Design Requirements.

The requirements from Mr. Coffee were very strict and unchangeable. The design team’s main challenge was focused mostly on aesthetic improvements, as the project goals and scope did not allow for any significant user experience or mechanical changes.

Design development proceeded with a focus on a low part count, ease of manufacturing, aesthetic improvements, and SKU differentiation, in accordance with Mr. Coffee’s requirements, project goals, and scope.

A Thoughtful and Cost-Effective Approach Within Limited Constraints.

“The Flow” features a simple, streamlined form that reduces part count and eliminates complex manufacturing processes. Its softly curved front surface— inspired by the natural flow of liquid — highlights the coffee's path from basket to carafe. The minimalist design, accented by subtle details, blends effortlessly into any kitchen interior.

An intuitively organized button layout offers easy and straightforward usability.

Simple stamped metal cosmetic parts on the front surface allow for easy SKU differentiation through various color, material, and finish options — or can be omitted entirely.

Despite limited design opportunities, “The Flow” takes a thoughtful and cost-effective approach, combining well-considered aesthetics with economic value. As a result, it was recognized by Consumer Reports Magazine in 2011 as one of the best value products in the low-cost drip coffee maker category.