VinLab is a Russian retail chain specialising in alcoholic beverages, operating within the Novabev Group corporate structure.

Key figures for 2025:

• Over 2,000 stores across 12 Russian regions
• More than 5,000,000 loyalty programme members
• Average headcount of 688 employees

VinLab approached us with a request to develop an HR brand that needed to address several key objectives simultaneously:

• Create a brand platform that would resonate with both retail staff and office teams;
• Develop a visually recognisable system for HR communications;
• Design a toolkit that could be easily adapted across various channels and remain relevant for years to come.

The HR brand needed to:

• Attract candidates unfamiliar with VinLab and its corporate culture;
• Be understandable and relatable for employees at all levels;
• Establish comfortable, authentic, and approachable communication.

To create an effective HR brand, our team proposed a strategy based on deep analysis and building a unified conceptual platform that would connect company values, employee expectations, and genuine candidate needs.

The core idea — Point of Growth. At VinLab, every employee can choose their own pace, direction for development, and grow within the company. This distinctively sets VinLab apart from the common perception of retail as work without long-term prospects. At VinLab, real development opportunities exist, and the company is committed to supporting this growth.

We created a vibrant, informal communication style that helps VinLab attract and retain talent, build trust, and maintain strong connections with the corporate culture.

The HR brand became a strategic tool for the company’s people operations — maintaining relationships with current employees and attracting new talent.