diff --git a/enumscribe_derive/src/lib.rs b/enumscribe_derive/src/lib.rs
index 74f96f3..efc3d39 100644
--- a/enumscribe_derive/src/lib.rs
+++ b/enumscribe_derive/src/lib.rs
@@ -19,6 +19,7 @@ use crate::enums::{Enum, Variant, VariantType};
 mod attribute;
 mod enums;
 mod error;
+mod rename;
 
 const CRATE_ATTR: &'static str = "enumscribe";
 
diff --git a/enumscribe_derive/src/rename.rs b/enumscribe_derive/src/rename.rs
new file mode 100644
index 0000000..546dfe5
--- /dev/null
+++ b/enumscribe_derive/src/rename.rs
@@ -0,0 +1,236 @@
+use proc_macro2::Span;
+
+use crate::error::{MacroResult, MacroError};
+
+#[derive(Clone, Copy, Debug)]
+pub(crate) enum RenameVariant {
+    Lower,
+    Upper,
+    Pascal,
+    Camel,
+    Snake,
+    ScreamingSnake,
+    Kebab,
+    ScreamingKebab,
+}
+
+impl RenameVariant {
+    pub(crate) fn from_str(s: &str, span: Span) -> MacroResult<Self> {
+        // Shame we can't use enumscribe for this...
+        match s {
+            "lowercase" => Ok(Self::Lower),
+            "UPPERCASE" => Ok(Self::Upper),
+            "PascalCase" => Ok(Self::Upper),
+            "camelCase" => Ok(Self::Camel),
+            "snake_case" => Ok(Self::Snake),
+            "SCREAMING_SNAKE_CASE" => Ok(Self::ScreamingSnake),
+            "kebab-case" => Ok(Self::Kebab),
+            "SCREAMING-KEBAB-CASE" => Ok(Self::ScreamingKebab),
+            _ => Err(MacroError::new(
+                format!(
+                    "invalid case {:?} (allowed values are: \
+                     lowercase, \
+                     UPPERCASE, \
+                     PascalCase, \
+                     camelCase, \
+                     snake_case, \
+                     SCREAMING_SNAKE_CASE, \
+                     kebab-case, \
+                     SCREAMING-KEBAB-CASE)",
+                    s
+                ),
+                span
+            )),
+        }
+    }
+    
+    pub(crate) fn apply(self, s: &str) -> String {
+        match self {
+            RenameVariant::Lower => s.to_lowercase(),
+            RenameVariant::Upper => s.to_uppercase(),
+            RenameVariant::Pascal => PascalCase.convert_enum_variant(s),
+            RenameVariant::Camel => CamelCase.convert_enum_variant(s),
+            RenameVariant::Snake => SnakeCase(CharCase::Lower).convert_enum_variant(s),
+            RenameVariant::ScreamingSnake => SnakeCase(CharCase::Upper).convert_enum_variant(s),
+            RenameVariant::Kebab => KebabCase(CharCase::Lower).convert_enum_variant(s),
+            RenameVariant::ScreamingKebab => KebabCase(CharCase::Upper).convert_enum_variant(s),
+        }
+    }
+}
+
+trait WordAwareCase {
+    fn convert_enum_variant(&self, s: &str) -> String {
+        let mut converted = String::new();
+        let mut component = String::new();
+        let mut prev_case = Option::None;
+
+        for c in s.chars() {
+            let case = CharCase::of(c);
+
+            let (push_component, push_char) = {
+                if matches!((prev_case, case), (Some(CharCase::Lower), Some(CharCase::Upper))) {
+                    (true, true)
+                } else if c == '_' {
+                    (true, false)
+                } else {
+                    (false, true)
+                }
+            };
+
+            if push_component && !component.is_empty() {
+                self.push_word(&mut converted, &component);
+                component.clear();
+            }
+
+            if push_char {
+                component.push(c);
+            }
+            
+            prev_case = case;
+        }
+
+        if !component.is_empty() {
+            self.push_word(&mut converted, &component);
+        }
+
+        converted
+    }
+    
+    fn push_word(&self, buf: &mut String, word: &str);
+}
+
+struct PascalCase;
+
+impl WordAwareCase for PascalCase {
+    fn push_word(&self, buf: &mut String, word: &str) {
+        if let Some((head, tail)) = str_head_tail(word) {
+            buf.extend(head.to_uppercase());
+            buf.push_str(&tail.to_lowercase());
+        }
+    }
+}
+
+struct CamelCase;
+
+impl WordAwareCase for CamelCase {
+    fn push_word(&self, buf: &mut String, word: &str) {
+        if buf.is_empty() {
+            buf.push_str(&word.to_lowercase());
+        } else if let Some((head, tail)) = str_head_tail(word) {
+            buf.extend(head.to_uppercase());
+            buf.push_str(&tail.to_lowercase());
+        }
+    }
+}
+
+struct SnakeCase(CharCase);
+
+impl WordAwareCase for SnakeCase {
+    fn push_word(&self, buf: &mut String, word: &str) {
+        if !buf.is_empty() {
+            buf.push('_');
+        }
+        buf.push_str(&self.0.convert(word));
+    }
+}
+
+struct KebabCase(CharCase);
+
+impl WordAwareCase for KebabCase {
+    fn push_word(&self, buf: &mut String, word: &str) {
+        if !buf.is_empty() {
+            buf.push('-');
+        }
+        buf.push_str(&self.0.convert(word));
+    }
+}
+
+#[derive(Clone, Copy, PartialEq, Eq, Debug)]
+enum CharCase {
+    Upper,
+    Lower,
+}
+
+impl CharCase {
+    fn of(c: char) -> Option<Self> {
+        if c.is_uppercase() {
+            Some(Self::Upper)
+        } else if c.is_lowercase() {
+            Some(Self::Lower)
+        } else {
+            None
+        }
+    }
+
+    fn convert(self, s: &str) -> String {
+        match self {
+            Self::Upper => s.to_uppercase(),
+            Self::Lower => s.to_lowercase(),
+        }
+    }
+}
+
+fn str_head_tail(s: &str) -> Option<(char, &str)> {
+    let head = s.chars().next()?;
+    let tail = &s[head.len_utf8()..];
+    Some((head, tail))
+}
+
+#[cfg(test)]
+mod test {
+    use super::{PascalCase, CamelCase, SnakeCase, KebabCase, CharCase, WordAwareCase};
+    
+    #[test]
+    fn test_pascal_case() {
+        assert_eq!(PascalCase.convert_enum_variant(""), "");
+        assert_eq!(PascalCase.convert_enum_variant("foo"), "Foo");
+        assert_eq!(PascalCase.convert_enum_variant("fooBaa"), "FooBaa");
+        assert_eq!(PascalCase.convert_enum_variant("FooBaa"), "FooBaa");
+        assert_eq!(PascalCase.convert_enum_variant("foo_baa"), "FooBaa");
+        assert_eq!(PascalCase.convert_enum_variant("FOO_BAA"), "FooBaa");
+    }
+
+    #[test]
+    fn test_camel_case() {
+        assert_eq!(CamelCase.convert_enum_variant(""), "");
+        assert_eq!(CamelCase.convert_enum_variant("foo"), "foo");
+        assert_eq!(CamelCase.convert_enum_variant("fooBaa"), "fooBaa");
+        assert_eq!(CamelCase.convert_enum_variant("FooBaa"), "fooBaa");
+        assert_eq!(CamelCase.convert_enum_variant("foo_baa"), "fooBaa");
+        assert_eq!(CamelCase.convert_enum_variant("FOO_BAA"), "fooBaa");
+    }
+
+    #[test]
+    fn test_snake_case() {
+        assert_eq!(SnakeCase(CharCase::Lower).convert_enum_variant(""), "");
+        assert_eq!(SnakeCase(CharCase::Lower).convert_enum_variant("foo"), "foo");
+        assert_eq!(SnakeCase(CharCase::Lower).convert_enum_variant("fooBaa"), "foo_baa");
+        assert_eq!(SnakeCase(CharCase::Lower).convert_enum_variant("FooBaa"), "foo_baa");
+        assert_eq!(SnakeCase(CharCase::Lower).convert_enum_variant("foo_baa"), "foo_baa");
+        assert_eq!(SnakeCase(CharCase::Lower).convert_enum_variant("FOO_BAA"), "foo_baa");
+
+        assert_eq!(SnakeCase(CharCase::Upper).convert_enum_variant(""), "");
+        assert_eq!(SnakeCase(CharCase::Upper).convert_enum_variant("foo"), "FOO");
+        assert_eq!(SnakeCase(CharCase::Upper).convert_enum_variant("fooBaa"), "FOO_BAA");
+        assert_eq!(SnakeCase(CharCase::Upper).convert_enum_variant("FooBaa"), "FOO_BAA");
+        assert_eq!(SnakeCase(CharCase::Upper).convert_enum_variant("foo_baa"), "FOO_BAA");
+        assert_eq!(SnakeCase(CharCase::Upper).convert_enum_variant("FOO_BAA"), "FOO_BAA");
+    }
+
+    #[test]
+    fn test_kebab_case() {
+        assert_eq!(KebabCase(CharCase::Lower).convert_enum_variant(""), "");
+        assert_eq!(KebabCase(CharCase::Lower).convert_enum_variant("foo"), "foo");
+        assert_eq!(KebabCase(CharCase::Lower).convert_enum_variant("fooBaa"), "foo-baa");
+        assert_eq!(KebabCase(CharCase::Lower).convert_enum_variant("FooBaa"), "foo-baa");
+        assert_eq!(KebabCase(CharCase::Lower).convert_enum_variant("foo_baa"), "foo-baa");
+        assert_eq!(KebabCase(CharCase::Lower).convert_enum_variant("FOO_BAA"), "foo-baa");
+
+        assert_eq!(KebabCase(CharCase::Upper).convert_enum_variant(""), "");
+        assert_eq!(KebabCase(CharCase::Upper).convert_enum_variant("foo"), "FOO");
+        assert_eq!(KebabCase(CharCase::Upper).convert_enum_variant("fooBaa"), "FOO-BAA");
+        assert_eq!(KebabCase(CharCase::Upper).convert_enum_variant("FooBaa"), "FOO-BAA");
+        assert_eq!(KebabCase(CharCase::Upper).convert_enum_variant("foo_baa"), "FOO-BAA");
+        assert_eq!(KebabCase(CharCase::Upper).convert_enum_variant("FOO_BAA"), "FOO-BAA");
+    }
+}