Unlike established coating formulations, functional particulate coatings often demand the omission of polymer dispersant so as to retain surface functionality. This results in heterogeneous complex rheology. We take an example from a novel development for an NOx mitigation surface flow filter system, in which ground calcium carbonate (GCC), applied in a coating, reacts with NO2 releasing CO2. Inclusion of mesoporous ancillary mineral acts to capture the CO2. The coating is applied as droplets to maximize gas-contact dynamic by forming a pixelated 2D array using a coating device consisting of protruding pins, which are loaded by submersion in the aqueous coating color such that the adhering droplets are transferred onto the substrate. The flow is driven by surface meniscus wetting causing lateral spread and bulk pore permeation. Filamentation occurs during the retraction of the pins. Stress-related viscoelastic and induced dilatancy in the suspension containing the ancillary mesoporous mineral disrupts processability. Adopting shear, oscillation and extensional rheometric methods, we show that the inclusion of an ancillary mineral that alone absorbs water, e.g., perlite (a naturally occurring porous volcanic glass), is rheologically preferable to one that in addition to absorbing water also immobilizes it on the mineral surface, e.g., sepiolite. When including micro-nanofibrillated cellulose (MNFC), critical for maintaining moisture to support NO2 sorption, it is observed that it acts also as a flow modifier, enabling uniform coating transfer to be achieved, thus eliminating any possible detrimental effect on mineral surface activity by avoiding the use of soluble polymeric dispersant.