Roberta Krajnović
Episode · #47
POSLOVNA ŽENA Roberta Krajnović
Guest Roberta KrajnovićHosted by Dea OlupMay 3, 2026
Roberta Krajnović
About this episode
What you'll hear in this conversation
Roberta Krajnović runs a business built on an unexpected paradox: selling matches in an age where fewer people smoke. Her brand, 'Zapali me' (Light Me Up), turns a centuries-old product into a modern statement, proving that thoughtful branding can redefine a traditional item. With a background in graphic design, Krajnović understands that a product's visual identity is its first, and often most important, conversation with the market. She offers a clear perspective on how to create a brand that stands out, not just by what it sells, but by how it presents itself. This conversation will make you rethink the quiet power of design in even the most traditional industries.
Insights from the conversation
What to take from this episode
01
The brand name 'Zapali me' (Light Me Up) immediately sparks curiosity, with Roberta noting that 'everyone who hears the name is immediately curious about what it is.' That initial intrigue, not the product itself, is what makes a traditional item stand out in a crowded market.
02
The market for matches is actually growing, even as smoking declines, because people use them for candles, fireplaces, and cigars. Don't let a product's most obvious use case limit your perceived market; look for all the ways it serves a need.
03
Roberta's father worked at the Drava match factory, knowing every detail of production, and her parents have been in the business for 30 years. Deep family expertise provides an authentic foundation for a new brand, turning a commodity into a story.
04
Personalized wedding matches, branded 'the perfect match' with the couple's names and date, delight guests, as Roberta notes, because 'they are always thrilled when they see different matches on the table.' A simple, retro product can become a cherished keepsake when customized and tied to an emotional event.
05
The project to put Tito and erotica photographs on matches for the Museum of the '80s, set to travel to Shanghai, shows how a product can transcend its utility and become a cultural artifact when tied to specific historical and artistic contexts.
06
Roberta tells her clients that visual identity is the first thing to work on when opening a company, explaining that 'it's an identity by which we present ourselves to the market.' It's not just a logo, but the entire presentation—from business cards to websites—that establishes recognition and differentiation in a competitive market.
07
Many entrepreneurs make mistakes with color choices, often out of ignorance; red, for instance, can signal aggression (like a stop sign) or passion, depending on context and shade. The subtle psychology of color is a critical, often overlooked, component of effective branding.
08
Roberta's own business card is black and white with a silver foil detail. When your own product is design, your personal branding becomes a silent demonstration of your expertise, conveying professionalism and attention to detail.