diff --git a/taskiq/kicker.py b/taskiq/kicker.py
index 7ec8451f..5a3b9756 100644
--- a/taskiq/kicker.py
+++ b/taskiq/kicker.py
@@ -19,6 +19,7 @@
 from taskiq.abc.middleware import TaskiqMiddleware
 from taskiq.compat import model_dump
 from taskiq.exceptions import SendTaskError
+from taskiq.labels import prepare_label
 from taskiq.message import TaskiqMessage
 from taskiq.scheduler.created_schedule import CreatedSchedule
 from taskiq.scheduler.scheduled_task import CronSpec, ScheduledTask
@@ -245,12 +246,14 @@ def _prepare_message(
         formatted_args = []
         formatted_kwargs = {}
         labels = {}
+        labels_types = {}
         for arg in args:
             formatted_args.append(self._prepare_arg(arg))
         for kwarg_name, kwarg_val in kwargs.items():
             formatted_kwargs[kwarg_name] = self._prepare_arg(kwarg_val)
+
         for label, label_val in self.labels.items():
-            labels[label] = str(label_val)
+            labels[label], labels_types[label] = prepare_label(label_val)
 
         task_id = self.custom_task_id
         if task_id is None:
@@ -260,6 +263,7 @@ def _prepare_message(
             task_id=task_id,
             task_name=self.task_name,
             labels=labels,
+            labels_types=labels_types,
             args=formatted_args,
             kwargs=formatted_kwargs,
         )
diff --git a/taskiq/labels.py b/taskiq/labels.py
new file mode 100644
index 00000000..6ad3b952
--- /dev/null
+++ b/taskiq/labels.py
@@ -0,0 +1,55 @@
+import base64
+import enum
+from typing import Any, Callable, Dict, Optional, Tuple
+
+
+class LabelType(enum.IntEnum):
+    """Possible label types."""
+
+    ANY = enum.auto()
+    INT = enum.auto()
+    STR = enum.auto()
+    FLOAT = enum.auto()
+    BOOL = enum.auto()
+    BYTES = enum.auto()
+
+
+_LABEL_PARSERS: Dict[LabelType, Callable[[str], Any]] = {
+    LabelType.INT: int,
+    LabelType.STR: str,
+    LabelType.FLOAT: float,
+    LabelType.BOOL: lambda x: x.lower() == "true",
+    LabelType.BYTES: base64.b64decode,
+    LabelType.ANY: lambda x: x,
+}
+
+
+def prepare_label(label_value: Any) -> Tuple[str, int]:
+    """
+    Prepare label value for serialization.
+
+    :param label_value: label value to prepare.
+    :return: tuple of prepared label value and its type.
+    """
+    var_type = type(label_value)
+    if var_type in (int, str, float, bool):
+        return str(label_value), LabelType[var_type.__name__.upper()].value
+    if var_type == bytes:
+        return base64.b64encode(label_value).decode(), LabelType.BYTES.value
+    return str(label_value), LabelType.ANY.value
+
+
+def parse_label(label_value: Any, label_type: Optional[int] = None) -> Any:
+    """
+    Parse label value from serialized format.
+
+    :param label_value: label value to parse.
+    :param label_type: label type.
+    :return: parsed label value.
+    """
+    if label_type is None:
+        return label_value
+    label_type = LabelType(label_type)
+    if label_type in _LABEL_PARSERS:
+        return _LABEL_PARSERS[label_type](label_value)
+    raise ValueError(f"Unsupported label type: {label_type}")
diff --git a/taskiq/message.py b/taskiq/message.py
index 129073ff..675f7cf3 100644
--- a/taskiq/message.py
+++ b/taskiq/message.py
@@ -1,7 +1,9 @@
-from typing import Any, Dict, List
+from typing import Any, Dict, List, Optional
 
 from pydantic import BaseModel
 
+from taskiq.labels import parse_label
+
 
 class TaskiqMessage(BaseModel):
     """
@@ -15,9 +17,23 @@ class TaskiqMessage(BaseModel):
     task_id: str
     task_name: str
     labels: Dict[str, Any]
+    labels_types: Optional[Dict[str, int]] = None
     args: List[Any]
     kwargs: Dict[str, Any]
 
+    def parse_labels(self) -> None:
+        """
+        Parse labels.
+
+        :return: None
+        """
+        if self.labels_types is None:
+            return
+
+        for label, label_type in self.labels_types.items():
+            if label in self.labels:
+                self.labels[label] = parse_label(self.labels[label], label_type)
+
 
 class BrokerMessage(BaseModel):
     """Format of messages for brokers."""
diff --git a/taskiq/middlewares/retry_middleware.py b/taskiq/middlewares/retry_middleware.py
index 30ced347..0eaee1bc 100644
--- a/taskiq/middlewares/retry_middleware.py
+++ b/taskiq/middlewares/retry_middleware.py
@@ -1,9 +1,9 @@
-from copy import deepcopy
 from logging import getLogger
 from typing import Any
 
 from taskiq.abc.middleware import TaskiqMiddleware
 from taskiq.exceptions import NoResultError
+from taskiq.kicker import AsyncKicker
 from taskiq.message import TaskiqMessage
 from taskiq.result import TaskiqResult
 
@@ -47,25 +47,32 @@ async def on_error(
             return
 
         retry_on_error = message.labels.get("retry_on_error")
+        if isinstance(retry_on_error, str):
+            retry_on_error = retry_on_error.lower() == "true"
+
         if retry_on_error is None:
-            retry_on_error = "true" if self.default_retry_label else "false"
+            retry_on_error = self.default_retry_label
         # Check if retrying is enabled for the task.
-        if retry_on_error.lower() != "true":
+        if not retry_on_error:
             return
-        new_msg = deepcopy(message)
+
+        kicker: AsyncKicker[Any, Any] = AsyncKicker(
+            task_name=message.task_name,
+            broker=self.broker,
+            labels=message.labels,
+        ).with_task_id(message.task_id)
 
         # Getting number of previous retries.
-        retries = int(new_msg.labels.get("_retries", 0)) + 1
-        new_msg.labels["_retries"] = str(retries)
-        max_retries = int(new_msg.labels.get("max_retries", self.default_retry_count))
+        retries = int(message.labels.get("_retries", 0)) + 1
+        kicker.with_labels(_retries=retries)
+        max_retries = int(message.labels.get("max_retries", self.default_retry_count))
 
         if retries < max_retries:
             logger.info(
                 "Task '%s' invocation failed. Retrying.",
                 message.task_name,
             )
-            broker_message = self.broker.formatter.dumps(message=new_msg)
-            await self.broker.kick(broker_message)
+            await kicker.kiq(*message.args, **message.kwargs)
 
             if self.no_result_on_retry:
                 result.error = NoResultError()
diff --git a/taskiq/receiver/receiver.py b/taskiq/receiver/receiver.py
index 1400d451..73a56ed3 100644
--- a/taskiq/receiver/receiver.py
+++ b/taskiq/receiver/receiver.py
@@ -100,6 +100,7 @@ async def callback(  # noqa: C901, PLR0912
         message_data = message.data if isinstance(message, AckableMessage) else message
         try:
             taskiq_msg = self.broker.formatter.loads(message=message_data)
+            taskiq_msg.parse_labels()
         except Exception as exc:
             logger.warning(
                 "Cannot parse message: %s. Skipping execution.\n %s",
diff --git a/taskiq/result/v1.py b/taskiq/result/v1.py
index f2225916..95297053 100644
--- a/taskiq/result/v1.py
+++ b/taskiq/result/v1.py
@@ -33,7 +33,7 @@ class TaskiqResult(GenericModel, Generic[_ReturnType]):
     log: Optional[str] = None
     return_value: _ReturnType
     execution_time: float
-    labels: Dict[str, str] = Field(default_factory=dict)
+    labels: Dict[str, Any] = Field(default_factory=dict)
 
     error: Optional[BaseException] = None
 
diff --git a/taskiq/result/v2.py b/taskiq/result/v2.py
index cf49ff25..6294a2e3 100644
--- a/taskiq/result/v2.py
+++ b/taskiq/result/v2.py
@@ -20,7 +20,7 @@ class TaskiqResult(BaseModel, Generic[_ReturnType]):
     log: Optional[str] = None
     return_value: _ReturnType
     execution_time: float
-    labels: Dict[str, str] = Field(default_factory=dict)
+    labels: Dict[str, Any] = Field(default_factory=dict)
 
     error: Optional[BaseException] = None
 
diff --git a/taskiq/serializers/json_serializer.py b/taskiq/serializers/json_serializer.py
index e7d8d38a..8bf41f87 100644
--- a/taskiq/serializers/json_serializer.py
+++ b/taskiq/serializers/json_serializer.py
@@ -1,5 +1,5 @@
 from json import dumps, loads
-from typing import Any
+from typing import Any, Callable, Optional
 
 from taskiq.abc.serializer import TaskiqSerializer
 
@@ -7,6 +7,9 @@
 class JSONSerializer(TaskiqSerializer):
     """Default taskiq serizalizer."""
 
+    def __init__(self, default: Optional[Callable[..., None]] = None) -> None:
+        self.default = default
+
     def dumpb(self, value: Any) -> bytes:
         """
         Dumps taskiq message to some broker message format.
@@ -14,7 +17,10 @@ def dumpb(self, value: Any) -> bytes:
         :param message: message to send.
         :return: Dumped message.
         """
-        return dumps(value).encode()
+        return dumps(
+            value,
+            default=self.default,
+        ).encode()
 
     def loadb(self, value: bytes) -> Any:
         """
diff --git a/tests/formatters/test_json_formatter.py b/tests/formatters/test_json_formatter.py
index 96a85f4e..17a37185 100644
--- a/tests/formatters/test_json_formatter.py
+++ b/tests/formatters/test_json_formatter.py
@@ -22,6 +22,7 @@ async def test_json_dumps() -> None:
         message=(
             b'{"task_id":"task-id","task_name":"task.name",'
             b'"labels":{"label1":1,"label2":"text"},'
+            b'"labels_types":null,'
             b'"args":[1,"a"],"kwargs":{"p1":"v1"}}'
         ),
         labels={"label1": 1, "label2": "text"},
diff --git a/tests/formatters/test_proxy_formatter.py b/tests/formatters/test_proxy_formatter.py
index 50d179af..8d583f16 100644
--- a/tests/formatters/test_proxy_formatter.py
+++ b/tests/formatters/test_proxy_formatter.py
@@ -21,6 +21,7 @@ async def test_proxy_dumps() -> None:
         message=(
             b'{"task_id": "task-id", "task_name": "task.name", '
             b'"labels": {"label1": 1, "label2": "text"}, '
+            b'"labels_types": null, '
             b'"args": [1, "a"], "kwargs": {"p1": "v1"}}'
         ),
         labels={"label1": 1, "label2": "text"},
diff --git a/tox.ini b/tox.ini
index 209e011c..141a0fd0 100644
--- a/tox.ini
+++ b/tox.ini
@@ -10,6 +10,6 @@ env_list =
 skip_install = true
 allowlist_externals = poetry
 commands_pre =
-    poetry install
+    poetry install --all-extras
 commands =
     poetry run pytest -vv -n auto