Mr Coffee undergoes design rejuvenation

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Manufacturing News, Source : The Manufacturer US
Zone : Design and innovation
Published : 05 Jul 2007 18:51

It's pretty slick.
Mr. Coffee modernized coffee makers in 1972. Recall those ads with baseball legend Joe DiMaggio looking awkward and annoyed, and you'll remember the coffeemaker's surprisingly small footprint and modern design, compared to the perculators and other designs.
That was 35 years ago, and Altitude, Inc., one of the country’s leading product innovation firms, was recently commissioned to design the Mr. Coffee MRX35 Classic Edition Automatic Drip Coffeemaker .

This special edition was developed by Altitude, Inc. to modernize the classic icon with revolutionary features such as brew performance programming, silicone warming mat/cup rack, and a bright LCD analog clock. Contemporary finishes are used such as a warm coffee-colored satin finish, a perforated backsplash and stainless steel wrapped casings. This new 12-cup coffee maker captures the heritage of the original 1970’s models with better functionality, improved ergonomics, and updated finishes. The product has met with tremendous success, establishing an enormous customer base comprised of both existing and new customers.

Headquartered in the Boston area, Altitude, Inc. helps create breakthrough products—solutions that embed a deep understanding of consumers into engagement with their client’s business. In addition to Mr. Coffee, Altitude’s client list includes Sunbeam, Oster, Black & Decker, DeWalt, Delphi, Tyco, Anderson Windows, and Timex, among many others.

“Our goal was to incorporate contemporary product features in a retrospective package,” explains Altitude Founder & CEO Brian Matt. “We wanted to capture the nostalgia of the original 1970’s model, yet add modern details that are important to today’s consumer.” The end result: a functional, superior coffeemaker that captures the key design elements of the classic Mr. Coffee.

Created in 1972, Mr. Coffee was the first-ever automatic drip coffeemaker. Today, the brand is one of the most highly recognized in the home. This new 12-cup programmable coffeemaker appeals to the legions of loyal Mr. Coffee fans that cherish the classic ambiance of the original model, yet want the efficiency and convenience of modern day products.

“The development of the MRX35 model reflects one of the most successful design concepts ever,” explains Mr. Coffee’s Augusto Picozza, Director of Industrial Design at Jarden Consumer Solutions. “Basically, Altitude took a sedate, ordinary product that was indistinguishable from its competitors, and turned it into an exciting, endearing item that is literally flying off the shelves into homes of habitual coffee drinkers. It’s quite a following.”

Altitude conducted extensive research to determine the most appropriate design elements. Form factor, gesture, character, and material finish drive the emotion toward this everyday product. Coffeemakers have become the de facto appliance on any kitchen countertop, reflecting the persona of its user. To date, most coffeemaker platforms are deeper than they are wide. By altering this format, Altitude developed this Classic Edition to reflect the original Mr. Coffee units. Additionally, the strong bold use of metal trim pieces and backsplash harkens back to Mr. Coffee units of the Joe DiMaggio era, reinforcing the retrospective look at the Mr. Coffee design language with reinterpreted forms and finishes for tomorrow. Altitude incorporated such distinct details as the perforated backsplash, textured silicone mats, stainless steel wraps, wood logo inlays, and ambient backlighting, adding both textured layers and deep differentiation.

The operating procedure of this model is actually quite simple: fill the reservoir with water, slide out the filter drawer, lift the charcoal water filter frame and add the desired amount of ground coffee into the permafilter. Start the brewing process by pressing the brew button or by programming the unit to brew at a desired time via the control panel. Other unique features include ambient backlight, brew strength, cleaning cycle, and water temperature control.

“We are extremely pleased with the end result,” comments Altitude’s Brian Matt. “The Anniversary Edition has met with phenomenal success, quickly becoming a favorite in the marketplace. Moreover, it has earned extremely positive reviews for design format as well as functionality. This will be come the New Classic and be cool for another generation.”

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