diff --git a/serde/src/de/mod.rs b/serde/src/de/mod.rs
index cb0e25e8..3d172a06 100644
--- a/serde/src/de/mod.rs
+++ b/serde/src/de/mod.rs
@@ -424,15 +424,6 @@ pub trait Deserializer {
     {
         self.deserialize(visitor)
     }
-
-    /// Specify a format string for the deserializer.
-    ///
-    /// The deserializer format is used to determine which format
-    /// specific field attributes should be used with the
-    /// deserializer.
-    fn format() -> &'static str {
-        ""
-    }
 }
 
 ///////////////////////////////////////////////////////////////////////////////
diff --git a/serde/src/ser/mod.rs b/serde/src/ser/mod.rs
index 636517cb..57db9191 100644
--- a/serde/src/ser/mod.rs
+++ b/serde/src/ser/mod.rs
@@ -327,14 +327,6 @@ pub trait Serializer {
     {
         self.serialize_struct_elt(key, value)
     }
-
-    /// Specify a format string for the serializer.
-    ///
-    /// The serializer format is used to determine which format
-    /// specific field attributes should be used with the serializer.
-    fn format() -> &'static str {
-        ""
-    }
 }
 
 /// A trait that is used by a `Serialize` to iterate through a sequence.
diff --git a/serde_codegen/src/attr.rs b/serde_codegen/src/attr.rs
index a021ef9c..9c036284 100644
--- a/serde_codegen/src/attr.rs
+++ b/serde_codegen/src/attr.rs
@@ -1,90 +1,263 @@
-use std::collections::HashMap;
-use std::collections::HashSet;
-
 use syntax::ast;
 use syntax::attr;
 use syntax::ext::base::ExtCtxt;
 use syntax::print::pprust::meta_item_to_string;
 use syntax::ptr::P;
 
-use aster;
+use aster::AstBuilder;
 
 use error::Error;
 
-/// Represents field name information
+/// Represents container (e.g. struct) attribute information
 #[derive(Debug)]
-pub enum FieldNames {
-    Global(P<ast::Expr>),
-    Format{
-        formats: HashMap<P<ast::Expr>, P<ast::Expr>>,
-        default: P<ast::Expr>,
+pub struct ContainerAttrs {
+    ident: ast::Ident,
+    serialize_name: Option<ast::Lit>,
+    deserialize_name: Option<ast::Lit>,
+    deny_unknown_fields: bool,
+}
+
+impl ContainerAttrs {
+    /// Extract out the `#[serde(...)]` attributes from an item.
+    pub fn from_item(cx: &ExtCtxt, item: &ast::Item) -> Result<ContainerAttrs, Error> {
+        let mut container_attrs = ContainerAttrs {
+            ident: item.ident,
+            serialize_name: None,
+            deserialize_name: None,
+            deny_unknown_fields: false,
+        };
+
+        for meta_items in item.attrs().iter().filter_map(get_serde_meta_items) {
+            for meta_item in meta_items {
+                match meta_item.node {
+                    // Parse `#[serde(rename="foo")]`
+                    ast::MetaNameValue(ref name, ref lit) if name == &"rename" => {
+                        container_attrs.serialize_name = Some(lit.clone());
+                        container_attrs.deserialize_name = Some(lit.clone());
+                    }
+
+                    // Parse `#[serde(rename(serialize="foo", deserialize="bar"))]`
+                    ast::MetaList(ref name, ref meta_items) if name == &"rename" => {
+                        let (ser_name, de_name) = try!(get_renames(cx, meta_items));
+                        container_attrs.serialize_name = ser_name;
+                        container_attrs.deserialize_name = de_name;
+                    }
+
+                    // Parse `#[serde(deny_unknown_fields)]`
+                    ast::MetaWord(ref name) if name == &"deny_unknown_fields" => {
+                        container_attrs.deny_unknown_fields = true;
+                    }
+
+                    _ => {
+                        cx.span_err(
+                            meta_item.span,
+                            &format!("unknown serde container attribute `{}`",
+                                     meta_item_to_string(meta_item)));
+
+                        return Err(Error);
+                    }
+                }
+            }
+        }
+
+        Ok(container_attrs)
+    }
+
+    /// Return the string expression of the field ident.
+    pub fn ident_expr(&self) -> P<ast::Expr> {
+        AstBuilder::new().expr().str(self.ident)
+    }
+
+    /// Return the field name for the field when serializing.
+    pub fn serialize_name_expr(&self) -> P<ast::Expr> {
+        match self.serialize_name {
+            Some(ref name) => AstBuilder::new().expr().build_lit(P(name.clone())),
+            None => self.ident_expr(),
+        }
+    }
+
+    /// Return the field name for the field when serializing.
+    pub fn deserialize_name_expr(&self) -> P<ast::Expr> {
+        match self.deserialize_name {
+            Some(ref name) => AstBuilder::new().expr().build_lit(P(name.clone())),
+            None => self.ident_expr(),
+        }
+    }
+
+    pub fn deny_unknown_fields(&self) -> bool {
+        self.deny_unknown_fields
+    }
+}
+
+/// Represents variant attribute information
+#[derive(Debug)]
+pub struct VariantAttrs {
+    ident: ast::Ident,
+    serialize_name: Option<ast::Lit>,
+    deserialize_name: Option<ast::Lit>,
+}
+
+impl VariantAttrs {
+    pub fn from_variant(cx: &ExtCtxt, variant: &ast::Variant) -> Result<Self, Error> {
+        let mut variant_attrs = VariantAttrs {
+            ident: variant.node.name,
+            serialize_name: None,
+            deserialize_name: None,
+        };
+
+        for meta_items in variant.node.attrs.iter().filter_map(get_serde_meta_items) {
+            for meta_item in meta_items {
+                match meta_item.node {
+                    // Parse `#[serde(rename="foo")]`
+                    ast::MetaNameValue(ref name, ref lit) if name == &"rename" => {
+                        variant_attrs.serialize_name = Some(lit.clone());
+                        variant_attrs.deserialize_name = Some(lit.clone());
+                    }
+
+                    // Parse `#[serde(rename(serialize="foo", deserialize="bar"))]`
+                    ast::MetaList(ref name, ref meta_items) if name == &"rename" => {
+                        let (ser_name, de_name) = try!(get_renames(cx, meta_items));
+                        variant_attrs.serialize_name = ser_name;
+                        variant_attrs.deserialize_name = de_name;
+                    }
+
+                    _ => {
+                        cx.span_err(
+                            meta_item.span,
+                            &format!("unknown serde variant attribute `{}`",
+                                     meta_item_to_string(meta_item)));
+
+                        return Err(Error);
+                    }
+                }
+            }
+        }
+
+        Ok(variant_attrs)
+    }
+
+    /// Return the string expression of the field ident.
+    pub fn ident_expr(&self) -> P<ast::Expr> {
+        AstBuilder::new().expr().str(self.ident)
+    }
+
+    /// Return the field name for the field when serializing.
+    pub fn serialize_name_expr(&self) -> P<ast::Expr> {
+        match self.serialize_name {
+            Some(ref name) => AstBuilder::new().expr().build_lit(P(name.clone())),
+            None => self.ident_expr(),
+        }
+    }
+
+    /// Return the field name for the field when serializing.
+    pub fn deserialize_name_expr(&self) -> P<ast::Expr> {
+        match self.deserialize_name {
+            Some(ref name) => AstBuilder::new().expr().build_lit(P(name.clone())),
+            None => self.ident_expr(),
+        }
     }
 }
 
 /// Represents field attribute information
 #[derive(Debug)]
 pub struct FieldAttrs {
+    ident: ast::Ident,
+    serialize_name: Option<ast::Lit>,
+    deserialize_name: Option<ast::Lit>,
     skip_serializing_field: bool,
     skip_serializing_field_if_empty: bool,
     skip_serializing_field_if_none: bool,
-    names: FieldNames,
     use_default: bool,
 }
 
 impl FieldAttrs {
-    /// Return a set of formats that the field has attributes for.
-    pub fn formats(&self) -> HashSet<P<ast::Expr>> {
-        match self.names {
-            FieldNames::Format { ref formats, .. } => {
-                let mut set = HashSet::new();
-                for (fmt, _) in formats.iter() {
-                    set.insert(fmt.clone());
-                };
-                set
-            },
-            _ => HashSet::new()
-        }
-    }
+    /// Extract out the `#[serde(...)]` attributes from a struct field.
+    pub fn from_field(cx: &ExtCtxt, field: &ast::StructField) -> Result<Self, Error> {
+        let field_ident = match field.node.ident() {
+            Some(ident) => ident,
+            None => { cx.span_bug(field.span, "struct field has no name?") }
+        };
 
-    /// Return an expression for the field key name for serialisation.
-    ///
-    /// The resulting expression assumes that `S` refers to a type
-    /// that implements `Serializer`.
-    pub fn serializer_key_expr(&self, cx: &ExtCtxt) -> P<ast::Expr> {
-        match self.names {
-            FieldNames::Global(ref name) => name.clone(),
-            FieldNames::Format { ref formats, ref default } => {
-                let arms = formats.iter()
-                    .map(|(fmt, lit)| {
-                        quote_arm!(cx, $fmt => { $lit })
-                    })
-                    .collect::<Vec<_>>();
-                quote_expr!(cx,
-                    match S::format() {
-                        $arms
-                        _ => { $default }
+        let mut field_attrs = FieldAttrs {
+            ident: field_ident,
+            serialize_name: None,
+            deserialize_name: None,
+            skip_serializing_field: false,
+            skip_serializing_field_if_empty: false,
+            skip_serializing_field_if_none: false,
+            use_default: false,
+        };
+
+        for meta_items in field.node.attrs.iter().filter_map(get_serde_meta_items) {
+            for meta_item in meta_items {
+                match meta_item.node {
+                    // Parse `#[serde(rename="foo")]`
+                    ast::MetaNameValue(ref name, ref lit) if name == &"rename" => {
+                        field_attrs.serialize_name = Some(lit.clone());
+                        field_attrs.deserialize_name = Some(lit.clone());
                     }
-                )
-            },
-        }
-    }
 
-    /// Return the default field name for the field.
-    pub fn default_key_expr(&self) -> &P<ast::Expr> {
-        match self.names {
-            FieldNames::Global(ref expr) => expr,
-            FieldNames::Format { ref default, .. } => default,
-        }
-    }
+                    // Parse `#[serde(rename(serialize="foo", deserialize="bar"))]`
+                    ast::MetaList(ref name, ref meta_items) if name == &"rename" => {
+                        let (ser_name, de_name) = try!(get_renames(cx, meta_items));
+                        field_attrs.serialize_name = ser_name;
+                        field_attrs.deserialize_name = de_name;
+                    }
 
-    /// Return the field name for the field in the specified format.
-    pub fn key_expr(&self, format: &P<ast::Expr>) -> &P<ast::Expr> {
-        match self.names {
-            FieldNames::Global(ref expr) => expr,
-            FieldNames::Format { ref formats, ref default } => {
-                formats.get(format).unwrap_or(default)
+                    // Parse `#[serde(default)]`
+                    ast::MetaWord(ref name) if name == &"default" => {
+                        field_attrs.use_default = true;
+                    }
+
+                    // Parse `#[serde(skip_serializing)]`
+                    ast::MetaWord(ref name) if name == &"skip_serializing" => {
+                        field_attrs.skip_serializing_field = true;
+                    }
+
+                    // Parse `#[serde(skip_serializing_if_none)]`
+                    ast::MetaWord(ref name) if name == &"skip_serializing_if_none" => {
+                        field_attrs.skip_serializing_field_if_none = true;
+                    }
+
+                    // Parse `#[serde(skip_serializing_if_empty)]`
+                    ast::MetaWord(ref name) if name == &"skip_serializing_if_empty" => {
+                        field_attrs.skip_serializing_field_if_empty = true;
+                    }
+
+                    _ => {
+                        cx.span_err(
+                            meta_item.span,
+                            &format!("unknown serde field attribute `{}`",
+                                     meta_item_to_string(meta_item)));
+
+                        return Err(Error);
+                    }
+                }
             }
         }
+
+        Ok(field_attrs)
+    }
+
+    /// Return the string expression of the field ident.
+    pub fn ident_expr(&self) -> P<ast::Expr> {
+        AstBuilder::new().expr().str(self.ident)
+    }
+
+    /// Return the field name for the field when serializing.
+    pub fn serialize_name_expr(&self) -> P<ast::Expr> {
+        match self.serialize_name {
+            Some(ref name) => AstBuilder::new().expr().build_lit(P(name.clone())),
+            None => self.ident_expr(),
+        }
+    }
+
+    /// Return the field name for the field when deserializing.
+    pub fn deserialize_name_expr(&self) -> P<ast::Expr> {
+        match self.deserialize_name {
+            Some(ref name) => AstBuilder::new().expr().build_lit(P(name.clone())),
+            None => self.ident_expr(),
+        }
     }
 
     /// Predicate for using a field's default value
@@ -106,260 +279,49 @@ impl FieldAttrs {
     }
 }
 
-pub struct FieldAttrsBuilder<'a> {
-    cx: &'a ExtCtxt<'a>,
-    builder: &'a aster::AstBuilder,
-    skip_serializing_field: bool,
-    skip_serializing_field_if_empty: bool,
-    skip_serializing_field_if_none: bool,
-    name: Option<P<ast::Expr>>,
-    format_rename: HashMap<P<ast::Expr>, P<ast::Expr>>,
-    use_default: bool,
-}
-
-impl<'a> FieldAttrsBuilder<'a> {
-    pub fn new(cx: &'a ExtCtxt<'a>,
-               builder: &'a aster::AstBuilder) -> FieldAttrsBuilder<'a> {
-        FieldAttrsBuilder {
-            cx: cx,
-            builder: builder,
-            skip_serializing_field: false,
-            skip_serializing_field_if_empty: false,
-            skip_serializing_field_if_none: false,
-            name: None,
-            format_rename: HashMap::new(),
-            use_default: false,
-        }
-    }
-
-    pub fn field(mut self, field: &ast::StructField) -> Result<FieldAttrsBuilder<'a>, Error> {
-        match field.node.kind {
-            ast::NamedField(name, _) => {
-                self.name = Some(self.builder.expr().str(name));
-            }
-            ast::UnnamedField(_) => { }
-        };
-
-        self.attrs(&field.node.attrs)
-    }
-
-    pub fn attrs(mut self, attrs: &[ast::Attribute]) -> Result<FieldAttrsBuilder<'a>, Error> {
-        for attr in attrs {
-            self = try!(self.attr(attr));
-        }
-
-        Ok(self)
-    }
-
-    pub fn attr(mut self, attr: &ast::Attribute) -> Result<FieldAttrsBuilder<'a>, Error> {
-        match attr.node.value.node {
-            ast::MetaList(ref name, ref items) if name == &"serde" => {
-                attr::mark_used(&attr);
-                for item in items {
-                    self = try!(self.meta_item(item));
-                }
-
-                Ok(self)
-            }
-            _ => {
-                Ok(self)
-            }
-        }
-    }
-
-    pub fn meta_item(mut self,
-                     meta_item: &P<ast::MetaItem>) -> Result<FieldAttrsBuilder<'a>, Error> {
-        match meta_item.node {
-            ast::MetaNameValue(ref name, ref lit) if name == &"rename" => {
-                let expr = self.builder.expr().build_lit(P(lit.clone()));
-
-                Ok(self.name(expr))
-            }
-            ast::MetaList(ref name, ref items) if name == &"rename" => {
-                for item in items {
-                    match item.node {
-                        ast::MetaNameValue(ref name, ref lit) => {
-                            let name = self.builder.expr().str(name);
-                            let expr = self.builder.expr().build_lit(P(lit.clone()));
-
-                            self = self.format_rename(name, expr);
-                        }
-                        _ => { }
-                    }
-                }
-
-                Ok(self)
-            }
-            ast::MetaWord(ref name) if name == &"default" => {
-                Ok(self.default())
-            }
-            ast::MetaWord(ref name) if name == &"skip_serializing" => {
-                Ok(self.skip_serializing_field())
-            }
-            ast::MetaWord(ref name) if name == &"skip_serializing_if_empty" => {
-                Ok(self.skip_serializing_field_if_empty())
-            }
-            ast::MetaWord(ref name) if name == &"skip_serializing_if_none" => {
-                Ok(self.skip_serializing_field_if_none())
-            }
-            _ => {
-                self.cx.span_err(
-                    meta_item.span,
-                    &format!("unknown serde field attribute `{}`",
-                             meta_item_to_string(meta_item)));
-                Err(Error)
-            }
-        }
-    }
-
-    pub fn skip_serializing_field(mut self) -> FieldAttrsBuilder<'a> {
-        self.skip_serializing_field = true;
-        self
-    }
-
-    pub fn skip_serializing_field_if_empty(mut self) -> FieldAttrsBuilder<'a> {
-        self.skip_serializing_field_if_empty = true;
-        self
-    }
-
-    pub fn skip_serializing_field_if_none(mut self) -> FieldAttrsBuilder<'a> {
-        self.skip_serializing_field_if_none = true;
-        self
-    }
-
-    pub fn name(mut self, name: P<ast::Expr>) -> FieldAttrsBuilder<'a> {
-        self.name = Some(name);
-        self
-    }
-
-    pub fn format_rename(mut self, format: P<ast::Expr>, name: P<ast::Expr>) -> FieldAttrsBuilder<'a> {
-        self.format_rename.insert(format, name);
-        self
-    }
-
-    pub fn default(mut self) -> FieldAttrsBuilder<'a> {
-        self.use_default = true;
-        self
-    }
-
-    pub fn build(self) -> FieldAttrs {
-        let name = self.name.expect("here");
-        let names = if self.format_rename.is_empty() {
-            FieldNames::Global(name)
-        } else {
-            FieldNames::Format {
-                formats: self.format_rename,
-                default: name,
-            }
-        };
-
-        FieldAttrs {
-            skip_serializing_field: self.skip_serializing_field,
-            skip_serializing_field_if_empty: self.skip_serializing_field_if_empty,
-            skip_serializing_field_if_none: self.skip_serializing_field_if_none,
-            names: names,
-            use_default: self.use_default,
-        }
-    }
-}
-
-/// Represents container (e.g. struct) attribute information
-#[derive(Debug)]
-pub struct ContainerAttrs {
-    deny_unknown_fields: bool,
-}
-
-impl ContainerAttrs {
-    pub fn deny_unknown_fields(&self) -> bool {
-        self.deny_unknown_fields
-    }
-}
-
-pub struct ContainerAttrsBuilder<'a> {
-    cx: &'a ExtCtxt<'a>,
-    deny_unknown_fields: bool,
-}
-
-impl<'a> ContainerAttrsBuilder<'a> {
-    pub fn new(cx: &'a ExtCtxt) -> Self {
-        ContainerAttrsBuilder {
-            cx: cx,
-            deny_unknown_fields: false,
-        }
-    }
-
-    pub fn attrs(mut self, attrs: &[ast::Attribute]) -> Result<Self, Error> {
-        for attr in attrs {
-            self = try!(self.attr(attr));
-        }
-
-        Ok(self)
-    }
-
-    pub fn attr(mut self, attr: &ast::Attribute) -> Result<Self, Error> {
-        match attr.node.value.node {
-            ast::MetaList(ref name, ref items) if name == &"serde" => {
-                attr::mark_used(&attr);
-                for item in items {
-                    self = try!(self.meta_item(item));
-                }
-
-                Ok(self)
-            }
-            _ => {
-                Ok(self)
-            }
-        }
-    }
-
-    pub fn meta_item(self, meta_item: &P<ast::MetaItem>) -> Result<Self, Error> {
-        match meta_item.node {
-            ast::MetaWord(ref name) if name == &"deny_unknown_fields" => {
-                Ok(self.deny_unknown_fields())
-            }
-            _ => {
-                self.cx.span_err(
-                    meta_item.span,
-                    &format!("unknown serde container attribute `{}`",
-                             meta_item_to_string(meta_item)));
-                Err(Error)
-            }
-        }
-    }
-
-    pub fn deny_unknown_fields(mut self) -> Self {
-        self.deny_unknown_fields = true;
-        self
-    }
-
-    pub fn build(self) -> ContainerAttrs {
-        ContainerAttrs {
-            deny_unknown_fields: self.deny_unknown_fields,
-        }
-    }
-}
-
-/// Extract out the `#[serde(...)]` attributes from an item.
-pub fn get_container_attrs(cx: &ExtCtxt,
-                           container: &ast::Item,
-                          ) -> Result<ContainerAttrs, Error> {
-    let builder = ContainerAttrsBuilder::new(cx);
-    let builder = try!(builder.attrs(container.attrs()));
-    Ok(builder.build())
-}
-
 /// Extract out the `#[serde(...)]` attributes from a struct field.
 pub fn get_struct_field_attrs(cx: &ExtCtxt,
-                              builder: &aster::AstBuilder,
-                              fields: &[ast::StructField]
-                             ) -> Result<Vec<FieldAttrs>, Error> {
-    let mut attrs = vec![];
-    for field in fields {
-        let builder = FieldAttrsBuilder::new(cx, builder);
-        let builder = try!(builder.field(field));
-        let attr = builder.build();
-        attrs.push(attr);
+                              fields: &[ast::StructField]) -> Result<Vec<FieldAttrs>, Error> {
+    fields.iter()
+        .map(|field| FieldAttrs::from_field(cx, field))
+        .collect()
+}
+
+fn get_renames(cx: &ExtCtxt,
+               items: &[P<ast::MetaItem>]) -> Result<(Option<ast::Lit>, Option<ast::Lit>), Error> {
+    let mut ser_name = None;
+    let mut de_name = None;
+
+    for item in items {
+        match item.node {
+            ast::MetaNameValue(ref name, ref lit) if name == &"serialize" => {
+                ser_name = Some(lit.clone());
+            }
+
+            ast::MetaNameValue(ref name, ref lit) if name == &"deserialize" => {
+                de_name = Some(lit.clone());
+            }
+
+            _ => {
+                cx.span_err(
+                    item.span,
+                    &format!("unknown rename attribute `{}`",
+                             meta_item_to_string(item)));
+
+                return Err(Error);
+            }
+        }
     }
 
-    Ok(attrs)
+    Ok((ser_name, de_name))
+}
+
+fn get_serde_meta_items(attr: &ast::Attribute) -> Option<&[P<ast::MetaItem>]> {
+    match attr.node.value.node {
+        ast::MetaList(ref name, ref items) if name == &"serde" => {
+            attr::mark_used(&attr);
+            Some(items)
+        }
+        _ => None
+    }
 }
diff --git a/serde_codegen/src/de.rs b/serde_codegen/src/de.rs
index 5a893e5f..ea5ed9b6 100644
--- a/serde_codegen/src/de.rs
+++ b/serde_codegen/src/de.rs
@@ -1,5 +1,3 @@
-use std::collections::HashSet;
-
 use aster;
 
 use syntax::ast::{
@@ -14,8 +12,7 @@ use syntax::ext::base::{Annotatable, ExtCtxt};
 use syntax::ext::build::AstBuilder;
 use syntax::ptr::P;
 
-use attr::{self, ContainerAttrs};
-
+use attr;
 use error::Error;
 
 pub fn expand_derive_deserialize(
@@ -88,7 +85,7 @@ fn deserialize_body(
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
 ) -> Result<P<ast::Expr>, Error> {
-    let container_attrs = try!(attr::get_container_attrs(cx, item));
+    let container_attrs = try!(attr::ContainerAttrs::from_item(cx, item));
 
     match item.node {
         ast::ItemStruct(ref variant_data, _) => {
@@ -129,14 +126,14 @@ fn deserialize_item_struct(
     ty: P<ast::Ty>,
     span: Span,
     variant_data: &ast::VariantData,
-    container_attrs: &ContainerAttrs,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     match *variant_data {
         ast::VariantData::Unit(_) => {
             deserialize_unit_struct(
                 cx,
-                &builder,
                 item.ident,
+                container_attrs,
             )
         }
         ast::VariantData::Tuple(ref fields, _) if fields.len() == 1 => {
@@ -146,6 +143,7 @@ fn deserialize_item_struct(
                 item.ident,
                 impl_generics,
                 ty,
+                container_attrs,
             )
         }
         ast::VariantData::Tuple(ref fields, _) => {
@@ -160,6 +158,7 @@ fn deserialize_item_struct(
                 impl_generics,
                 ty,
                 fields.len(),
+                container_attrs,
             )
         }
         ast::VariantData::Struct(ref fields, _) => {
@@ -264,10 +263,10 @@ fn deserializer_ty_arg(builder: &aster::AstBuilder) -> P<ast::Ty>{
 
 fn deserialize_unit_struct(
     cx: &ExtCtxt,
-    builder: &aster::AstBuilder,
     type_ident: Ident,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.deserialize_name_expr();
 
     Ok(quote_expr!(cx, {
         struct __Visitor;
@@ -301,6 +300,7 @@ fn deserialize_newtype_struct(
     type_ident: Ident,
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let where_clause = &impl_generics.where_clause;
 
@@ -318,7 +318,7 @@ fn deserialize_newtype_struct(
         1,
     );
 
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.deserialize_name_expr();
 
     Ok(quote_expr!(cx, {
         $visitor_item
@@ -353,6 +353,7 @@ fn deserialize_tuple_struct(
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
     fields: usize,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let where_clause = &impl_generics.where_clause;
 
@@ -370,7 +371,7 @@ fn deserialize_tuple_struct(
         fields,
     );
 
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.deserialize_name_expr();
 
     Ok(quote_expr!(cx, {
         $visitor_item
@@ -478,7 +479,7 @@ fn deserialize_struct(
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
     fields: &[ast::StructField],
-    container_attrs: &ContainerAttrs,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let where_clause = &impl_generics.where_clause;
 
@@ -506,7 +507,7 @@ fn deserialize_struct(
         container_attrs
     ));
 
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.deserialize_name_expr();
 
     Ok(quote_expr!(cx, {
         $field_visitor
@@ -544,23 +545,23 @@ fn deserialize_item_enum(
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
     enum_def: &EnumDef,
-    container_attrs: &ContainerAttrs
+    container_attrs: &attr::ContainerAttrs
 ) -> Result<P<ast::Expr>, Error> {
     let where_clause = &impl_generics.where_clause;
 
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.deserialize_name_expr();
 
     let variant_visitor = deserialize_field_visitor(
         cx,
         builder,
-        enum_def.variants.iter()
-            .map(|variant| {
-                let expr = builder.expr().str(variant.node.name);
-                 attr::FieldAttrsBuilder::new(cx, builder)
-                    .name(expr)
-                    .build()
-            })
-            .collect(),
+        try!(
+            enum_def.variants.iter()
+                .map(|variant| {
+                    let attrs = try!(attr::VariantAttrs::from_variant(cx, variant));
+                    Ok(attrs.deserialize_name_expr())
+                })
+                .collect()
+        ),
         container_attrs,
     );
 
@@ -642,7 +643,7 @@ fn deserialize_variant(
     generics: &ast::Generics,
     ty: P<ast::Ty>,
     variant: &ast::Variant,
-    container_attrs: &ContainerAttrs,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let variant_ident = variant.node.name;
 
@@ -735,7 +736,7 @@ fn deserialize_struct_variant(
     generics: &ast::Generics,
     ty: P<ast::Ty>,
     fields: &[ast::StructField],
-    container_attrs: &ContainerAttrs,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let where_clause = &generics.where_clause;
 
@@ -798,11 +799,11 @@ fn deserialize_struct_variant(
 fn deserialize_field_visitor(
     cx: &ExtCtxt,
     builder: &aster::AstBuilder,
-    field_attrs: Vec<attr::FieldAttrs>,
-    container_attrs: &ContainerAttrs,
+    field_names: Vec<P<ast::Expr>>,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Vec<P<ast::Item>> {
     // Create the field names for the fields.
-    let field_idents: Vec<ast::Ident> = (0 .. field_attrs.len())
+    let field_idents: Vec<ast::Ident> = (0 .. field_names.len())
         .map(|i| builder.id(format!("__field{}", i)))
         .collect();
 
@@ -838,19 +839,11 @@ fn deserialize_field_visitor(
         }
     );
 
-    // A set of all the formats that have specialized field attributes
-    let formats = field_attrs.iter()
-        .fold(HashSet::new(), |mut set, field_expr| {
-            set.extend(field_expr.formats());
-            set
-        });
-
     // Match arms to extract a field from a string
     let default_field_arms: Vec<_> = field_idents.iter()
-        .zip(field_attrs.iter())
-        .map(|(field_ident, field_expr)| {
-            let expr = field_expr.default_key_expr();
-            quote_arm!(cx, $expr => { Ok(__Field::$field_ident) })
+        .zip(field_names.iter())
+        .map(|(field_ident, field_name)| {
+            quote_arm!(cx, $field_name => { Ok(__Field::$field_ident) })
         })
         .collect();
 
@@ -860,49 +853,12 @@ fn deserialize_field_visitor(
         quote_expr!(cx, Err(::serde::de::Error::unknown_field(value)))
     };
 
-    let str_body = if formats.is_empty() {
-        // No formats specific attributes, so no match on format required
-        quote_expr!(cx,
-            match value {
-                $default_field_arms
-                _ => { $fallthrough_arm_expr }
-            })
-    } else {
-        let field_arms: Vec<_> = formats.iter()
-            .map(|fmt| {
-                field_idents.iter()
-                    .zip(field_attrs.iter())
-                    .map(|(field_ident, field_expr)| {
-                        let expr = field_expr.key_expr(fmt);
-                        quote_arm!(cx, $expr => { Ok(__Field::$field_ident) })
-                    })
-                    .collect::<Vec<_>>()
-            })
-            .collect();
-
-        let fmt_matches: Vec<_> = formats.iter()
-            .zip(field_arms.iter())
-            .map(|(ref fmt, ref arms)| {
-                quote_arm!(cx, $fmt => {
-                    match value {
-                        $arms
-                        _ => {
-                            $fallthrough_arm_expr
-                        }
-                    }})
-            })
-            .collect();
-
-        quote_expr!(cx,
-            match __D::format() {
-                $fmt_matches
-                _ => match value {
-                    $default_field_arms
-                    _ => $fallthrough_arm_expr
-                }
-            }
-        )
-    };
+    let str_body = quote_expr!(cx,
+        match value {
+            $default_field_arms
+            _ => $fallthrough_arm_expr
+        }
+    );
 
     let impl_item = quote_item!(cx,
         impl ::serde::de::Deserialize for __Field {
@@ -963,12 +919,19 @@ fn deserialize_struct_visitor(
     builder: &aster::AstBuilder,
     struct_path: ast::Path,
     fields: &[ast::StructField],
-    container_attrs: &ContainerAttrs,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<(Vec<P<ast::Item>>, P<ast::Stmt>, P<ast::Expr>), Error> {
     let field_visitor = deserialize_field_visitor(
         cx,
         builder,
-        try!(attr::get_struct_field_attrs(cx, builder, fields)),
+        try!(
+            fields.iter()
+                .map(|field| {
+                    let attrs = try!(attr::FieldAttrs::from_field(cx, field));
+                    Ok(attrs.deserialize_name_expr())
+                })
+                .collect()
+        ),
         container_attrs
     );
 
@@ -1006,7 +969,7 @@ fn deserialize_map(
     builder: &aster::AstBuilder,
     struct_path: ast::Path,
     fields: &[ast::StructField],
-    container_attrs: &ContainerAttrs,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     // Create the field names for the fields.
     let field_names: Vec<ast::Ident> = (0 .. fields.len())
@@ -1040,33 +1003,16 @@ fn deserialize_map(
         .chain(ignored_arm.into_iter())
         .collect();
 
-    let field_attrs = try!(attr::get_struct_field_attrs(cx, builder, fields));
+    let field_attrs = try!(attr::get_struct_field_attrs(cx, fields));
 
-    let extract_values: Vec<P<ast::Stmt>> = field_names.iter()
+    let extract_values = field_names.iter()
         .zip(field_attrs.iter())
         .map(|(field_name, field_attr)| {
             let missing_expr = if field_attr.use_default() {
                 quote_expr!(cx, ::std::default::Default::default())
             } else {
-                let formats = field_attr.formats();
-                let arms : Vec<_> = formats.iter()
-                    .map(|format| {
-                        let key_expr = field_attr.key_expr(format);
-                        quote_arm!(cx, $format => { $key_expr })
-                    })
-                    .collect();
-                let default = field_attr.default_key_expr();
-                if arms.is_empty() {
-                    quote_expr!(cx, try!(visitor.missing_field($default)))
-                } else {
-                    quote_expr!(
-                        cx,
-                        try!(visitor.missing_field(
-                            match __D::format() {
-                                $arms
-                                _ => { $default }
-                            })))
-                }
+                let name = field_attr.ident_expr();
+                quote_expr!(cx, try!(visitor.missing_field($name)))
             };
 
             quote_stmt!(cx,
@@ -1076,7 +1022,7 @@ fn deserialize_map(
                 };
             ).unwrap()
         })
-        .collect();
+        .collect::<Vec<_>>();
 
     let result = builder.expr().struct_path(struct_path)
         .with_id_exprs(
diff --git a/serde_codegen/src/ser.rs b/serde_codegen/src/ser.rs
index 7a61c6a2..1c1be6a2 100644
--- a/serde_codegen/src/ser.rs
+++ b/serde_codegen/src/ser.rs
@@ -84,20 +84,18 @@ fn serialize_body(
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
 ) -> Result<P<ast::Expr>, Error> {
-    // Note: While we don't have any container attributes, we still want to try to
-    // parse them so we can report a proper error if we get passed an unknown attribute.
-    let _ = try!(attr::get_container_attrs(cx, item));
+    let container_attrs = try!(attr::ContainerAttrs::from_item(cx, item));
 
     match item.node {
         ast::ItemStruct(ref variant_data, _) => {
             serialize_item_struct(
                 cx,
                 builder,
-                item,
                 impl_generics,
                 ty,
                 item.span,
                 variant_data,
+                &container_attrs,
             )
         }
         ast::ItemEnum(ref enum_def, _) => {
@@ -108,6 +106,7 @@ fn serialize_body(
                 impl_generics,
                 ty,
                 enum_def,
+                &container_attrs,
             )
         }
         _ => {
@@ -120,25 +119,23 @@ fn serialize_body(
 fn serialize_item_struct(
     cx: &ExtCtxt,
     builder: &aster::AstBuilder,
-    item: &Item,
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
     span: Span,
     variant_data: &ast::VariantData,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     match *variant_data {
         ast::VariantData::Unit(_) => {
             serialize_unit_struct(
                 cx,
-                &builder,
-                item.ident,
+                container_attrs,
             )
         }
         ast::VariantData::Tuple(ref fields, _) if fields.len() == 1 => {
             serialize_newtype_struct(
                 cx,
-                &builder,
-                item.ident,
+                container_attrs,
             )
         }
         ast::VariantData::Tuple(ref fields, _) => {
@@ -149,10 +146,10 @@ fn serialize_item_struct(
             serialize_tuple_struct(
                 cx,
                 &builder,
-                item.ident,
                 impl_generics,
                 ty,
                 fields.len(),
+                container_attrs,
             )
         }
         ast::VariantData::Struct(ref fields, _) => {
@@ -163,10 +160,10 @@ fn serialize_item_struct(
             serialize_struct(
                 cx,
                 &builder,
-                item.ident,
                 impl_generics,
                 ty,
                 fields,
+                container_attrs,
             )
         }
     }
@@ -174,10 +171,9 @@ fn serialize_item_struct(
 
 fn serialize_unit_struct(
     cx: &ExtCtxt,
-    builder: &aster::AstBuilder,
-    type_ident: Ident
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.serialize_name_expr();
 
     Ok(quote_expr!(cx,
         serializer.serialize_unit_struct($type_name)
@@ -186,10 +182,9 @@ fn serialize_unit_struct(
 
 fn serialize_newtype_struct(
     cx: &ExtCtxt,
-    builder: &aster::AstBuilder,
-    type_ident: Ident
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.serialize_name_expr();
 
     Ok(quote_expr!(cx,
         serializer.serialize_newtype_struct($type_name, &self.0)
@@ -199,10 +194,10 @@ fn serialize_newtype_struct(
 fn serialize_tuple_struct(
     cx: &ExtCtxt,
     builder: &aster::AstBuilder,
-    type_ident: Ident,
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
     fields: usize,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let (visitor_struct, visitor_impl) = serialize_tuple_struct_visitor(
         cx,
@@ -216,7 +211,7 @@ fn serialize_tuple_struct(
         impl_generics,
     );
 
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.serialize_name_expr();
 
     Ok(quote_expr!(cx, {
         $visitor_struct
@@ -232,10 +227,10 @@ fn serialize_tuple_struct(
 fn serialize_struct(
     cx: &ExtCtxt,
     builder: &aster::AstBuilder,
-    type_ident: Ident,
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
     fields: &[ast::StructField],
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let value_exprs = fields.iter().map(|field| {
         let name = field.node.ident().expect("struct has unnamed field");
@@ -255,7 +250,7 @@ fn serialize_struct(
         value_exprs,
     ));
 
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.serialize_name_expr();
 
     Ok(quote_expr!(cx, {
         $visitor_struct
@@ -275,6 +270,7 @@ fn serialize_item_enum(
     impl_generics: &ast::Generics,
     ty: P<ast::Ty>,
     enum_def: &ast::EnumDef,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<P<ast::Expr>, Error> {
     let mut arms = vec![];
 
@@ -287,6 +283,7 @@ fn serialize_item_enum(
             ty.clone(),
             variant,
             variant_index,
+            container_attrs,
         ));
 
         arms.push(arm);
@@ -307,10 +304,13 @@ fn serialize_variant(
     ty: P<ast::Ty>,
     variant: &ast::Variant,
     variant_index: usize,
+    container_attrs: &attr::ContainerAttrs,
 ) -> Result<ast::Arm, Error> {
-    let type_name = builder.expr().str(type_ident);
+    let type_name = container_attrs.serialize_name_expr();
+
     let variant_ident = variant.node.name;
-    let variant_name = builder.expr().str(variant_ident);
+    let variant_attrs = try!(attr::VariantAttrs::from_variant(cx, variant));
+    let variant_name = variant_attrs.serialize_name_expr();
 
     match variant.node.data {
         ast::VariantData::Unit(_) => {
@@ -605,14 +605,14 @@ fn serialize_struct_visitor<I>(
 {
     let value_exprs = value_exprs.collect::<Vec<_>>();
 
-    let field_attrs = try!(attr::get_struct_field_attrs(cx, builder, fields));
+    let field_attrs = try!(attr::get_struct_field_attrs(cx, fields));
 
     let arms: Vec<ast::Arm> = field_attrs.iter()
         .zip(value_exprs.iter())
         .filter(|&(ref field, _)| !field.skip_serializing_field())
         .enumerate()
         .map(|(i, (ref field, value_expr))| {
-            let key_expr = field.serializer_key_expr(cx);
+            let key_expr = field.serialize_name_expr();
 
             let stmt = if field.skip_serializing_field_if_empty() {
                 quote_stmt!(cx, if ($value_expr).is_empty() { continue; })
diff --git a/serde_tests/tests/test_annotations.rs b/serde_tests/tests/test_annotations.rs
index dc91b9b5..82f1265e 100644
--- a/serde_tests/tests/test_annotations.rs
+++ b/serde_tests/tests/test_annotations.rs
@@ -23,24 +23,44 @@ struct DisallowUnknown {
 }
 
 #[derive(Debug, PartialEq, Serialize, Deserialize)]
-struct Rename {
+#[serde(rename="Superhero")]
+struct RenameStruct {
     a1: i32,
     #[serde(rename="a3")]
     a2: i32,
 }
 
 #[derive(Debug, PartialEq, Serialize, Deserialize)]
-struct FormatRename {
+#[serde(rename(serialize="SuperheroSer", deserialize="SuperheroDe"))]
+struct RenameStructSerializeDeserialize {
     a1: i32,
-    #[serde(rename(xml= "a4", token="a5"))]
+    #[serde(rename(serialize="a4", deserialize="a5"))]
     a2: i32,
 }
 
+#[derive(Debug, PartialEq, Serialize, Deserialize)]
+#[serde(rename="Superhero")]
+enum RenameEnum {
+    #[serde(rename="bruce_wayne")]
+    Batman,
+    #[serde(rename="clark_kent")]
+    Superman(i8),
+    #[serde(rename="diana_prince")]
+    WonderWoman(i8, i8),
+    #[serde(rename="barry_allan")]
+    Flash {
+        #[serde(rename="b")]
+        a: i32,
+    },
+}
+
 #[derive(Debug, PartialEq, Deserialize, Serialize)]
-enum SerEnum<A> {
-    Map {
+#[serde(rename(serialize="SuperheroSer", deserialize="SuperheroDe"))]
+enum RenameEnumSerializeDeserialize<A> {
+    #[serde(rename(serialize="dick_grayson", deserialize="jason_todd"))]
+    Robin {
         a: i8,
-        #[serde(rename(xml= "c", token="d"))]
+        #[serde(rename(serialize="c", deserialize="d"))]
         b: A,
     },
 }
@@ -153,11 +173,11 @@ fn test_ignore_unknown() {
 }
 
 #[test]
-fn test_rename() {
+fn test_rename_struct() {
     assert_tokens(
-        &Rename { a1: 1, a2: 2 },
+        &RenameStruct { a1: 1, a2: 2 },
         vec![
-            Token::StructStart("Rename", Some(2)),
+            Token::StructStart("Superhero", Some(2)),
 
             Token::MapSep,
             Token::Str("a1"),
@@ -173,11 +193,28 @@ fn test_rename() {
 }
 
 #[test]
-fn test_format_rename() {
-    assert_tokens(
-        &FormatRename { a1: 1, a2: 2 },
+fn test_rename_struct_serialize_deserialize() {
+    assert_ser_tokens(
+        &RenameStructSerializeDeserialize { a1: 1, a2: 2 },
+        &[
+            Token::StructStart("SuperheroSer", Some(2)),
+
+            Token::MapSep,
+            Token::Str("a1"),
+            Token::I32(1),
+
+            Token::MapSep,
+            Token::Str("a4"),
+            Token::I32(2),
+
+            Token::MapEnd,
+        ]
+    );
+
+    assert_de_tokens(
+        &RenameStructSerializeDeserialize { a1: 1, a2: 2 },
         vec![
-            Token::StructStart("FormatRename", Some(2)),
+            Token::StructStart("SuperheroDe", Some(2)),
 
             Token::MapSep,
             Token::Str("a1"),
@@ -193,14 +230,80 @@ fn test_format_rename() {
 }
 
 #[test]
-fn test_enum_format_rename() {
+fn test_rename_enum() {
     assert_tokens(
-        &SerEnum::Map {
+        &RenameEnum::Batman,
+        vec![
+            Token::EnumUnit("Superhero", "bruce_wayne"),
+        ]
+    );
+
+    assert_tokens(
+        &RenameEnum::Superman(0),
+        vec![
+            Token::EnumNewtype("Superhero", "clark_kent"),
+            Token::I8(0),
+        ]
+    );
+
+    assert_tokens(
+        &RenameEnum::WonderWoman(0, 1),
+        vec![
+            Token::EnumSeqStart("Superhero", "diana_prince", Some(2)),
+
+            Token::SeqSep,
+            Token::I8(0),
+
+            Token::SeqSep,
+            Token::I8(1),
+
+            Token::SeqEnd,
+        ]
+    );
+
+    assert_tokens(
+        &RenameEnum::Flash { a: 1 },
+        vec![
+            Token::EnumMapStart("Superhero", "barry_allan", Some(1)),
+
+            Token::MapSep,
+            Token::Str("b"),
+            Token::I32(1),
+
+            Token::MapEnd,
+        ]
+    );
+}
+
+#[test]
+fn test_enum_serialize_deserialize() {
+    assert_ser_tokens(
+        &RenameEnumSerializeDeserialize::Robin {
+            a: 0,
+            b: String::new(),
+        },
+        &[
+            Token::EnumMapStart("SuperheroSer", "dick_grayson", Some(2)),
+
+            Token::MapSep,
+            Token::Str("a"),
+            Token::I8(0),
+
+            Token::MapSep,
+            Token::Str("c"),
+            Token::Str(""),
+
+            Token::MapEnd,
+        ]
+    );
+
+    assert_de_tokens(
+        &RenameEnumSerializeDeserialize::Robin {
             a: 0,
             b: String::new(),
         },
         vec![
-            Token::EnumMapStart("SerEnum", "Map", Some(2)),
+            Token::EnumMapStart("SuperheroDe", "jason_todd", Some(2)),
 
             Token::MapSep,
             Token::Str("a"),
diff --git a/serde_tests/tests/token.rs b/serde_tests/tests/token.rs
index b1170511..1b14a7d3 100644
--- a/serde_tests/tests/token.rs
+++ b/serde_tests/tests/token.rs
@@ -301,10 +301,6 @@ impl<'a, I> ser::Serializer for Serializer<I>
         try!(key.serialize(self));
         value.serialize(self)
     }
-
-    fn format() -> &'static str {
-        "token"
-    }
 }
 
 //////////////////////////////////////////////////////////////////////////////
@@ -583,10 +579,6 @@ impl<I> de::Deserializer for Deserializer<I>
             None => Err(Error::EndOfStreamError),
         }
     }
-
-    fn format() -> &'static str {
-        "token"
-    }
 }
 
 //////////////////////////////////////////////////////////////////////////