diff --git a/servant-js/examples/www/angular/index.html b/servant-js/examples/www/angular/index.html
index 81ce491a..46ecf5ae 100644
--- a/servant-js/examples/www/angular/index.html
+++ b/servant-js/examples/www/angular/index.html
@@ -21,11 +21,11 @@ counterApp.controller('CounterCtrl', ['$scope', '$http', '$interval', function (
   var publishCounter = function (response) { $scope.counter = response.value; };
   
   $scope.getCounter = function() {
-    getcounter($http)
+    getCounter($http)
         .success(publishCounter);
   }
   $scope.incCounter = function() {
-    postcounter($http)
+    postCounter($http)
         .success(publishCounter);
   }
   
diff --git a/servant-js/examples/www/angular/service.html b/servant-js/examples/www/angular/service.html
index 0131f4bc..8408ce61 100644
--- a/servant-js/examples/www/angular/service.html
+++ b/servant-js/examples/www/angular/service.html
@@ -20,11 +20,11 @@ counterApp.controller('CounterCtrl', function ($scope,counterSvc, $interval) {
   var publishCounter = function (response) { $scope.counter = response.value; };
   
   $scope.getCounter = function() {
-    counterSvc.getcounter()
+    counterSvc.getCounter()
         .success(publishCounter);
   }
   $scope.incCounter = function() {
-    counterSvc.postcounter()
+    counterSvc.postCounter()
         .success(publishCounter);
   }
   
diff --git a/servant-js/examples/www/jquery/index.html b/servant-js/examples/www/jquery/index.html
index 48c7d652..eb1a5b6c 100644
--- a/servant-js/examples/www/jquery/index.html
+++ b/servant-js/examples/www/jquery/index.html
@@ -17,11 +17,11 @@
 <script type="text/javascript">
 $(document).ready(function() {
   // we get the current value stored by the server when the page is loaded
-  getcounter(updateCounter, alert);
+  getCounter(updateCounter, alert);
 
   // we update the value every 1sec, in the same way
   window.setInterval(function() {
-    getcounter(updateCounter, alert);
+    getCounter(updateCounter, alert);
   }, 1000);
 });
 
@@ -33,7 +33,7 @@ function updateCounter(response)
 // when the button is clicked, ask the server to increase
 // the value by one
 $('#inc').click(function() {
-  postcounter(updateCounter, alert);
+  postCounter(updateCounter, alert);
 });
 </script>
 </body>
diff --git a/servant-js/examples/www/vanilla/index.html b/servant-js/examples/www/vanilla/index.html
index 245172ab..9f663ae8 100644
--- a/servant-js/examples/www/vanilla/index.html
+++ b/servant-js/examples/www/vanilla/index.html
@@ -16,11 +16,11 @@
 <script type="text/javascript">
 window.addEventListener('load', function() {
   // we get the current value stored by the server when the page is loaded
-  getcounter(updateCounter, alert);
+  getCounter(updateCounter, alert);
 
   // we update the value every 1sec, in the same way
   window.setInterval(function() {
-    getcounter(updateCounter, alert);
+    getCounter(updateCounter, alert);
   }, 1000);
 });
 
@@ -32,7 +32,7 @@ function updateCounter(response)
 // when the button is clicked, ask the server to increase
 // the value by one
 document.getElementById('inc').addEventListener('click', function() {
-  postcounter(updateCounter, alert);
+  postCounter(updateCounter, alert);
 });
 </script>
 </body>
diff --git a/servant-js/src/Servant/JS.hs b/servant-js/src/Servant/JS.hs
index 1367fffd..23835d21 100644
--- a/servant-js/src/Servant/JS.hs
+++ b/servant-js/src/Servant/JS.hs
@@ -79,6 +79,11 @@ module Servant.JS
     CommonGeneratorOptions(..)
   , defCommonGeneratorOptions
 
+  , -- * Function renamers
+    concatCase
+  , snakeCase
+  , camelCase
+
   , -- * Vanilla Javascript code generation
     vanillaJS
   , vanillaJSWith
diff --git a/servant-js/src/Servant/JS/Angular.hs b/servant-js/src/Servant/JS/Angular.hs
index 53295504..a61747fa 100644
--- a/servant-js/src/Servant/JS/Angular.hs
+++ b/servant-js/src/Servant/JS/Angular.hs
@@ -123,7 +123,7 @@ generateAngularJSWith ngOptions opts req = "\n" <>
                 
         fsep = if hasService then ":" else " ="
                 
-        fname = namespace <> (functionRenamer opts $ req ^. funcName)
+        fname = namespace <> (functionNameBuilder opts $ req ^. funcName)
         
         method = req ^. reqMethod
         url = if url' == "'" then "'/'" else url'
diff --git a/servant-js/src/Servant/JS/Internal.hs b/servant-js/src/Servant/JS/Internal.hs
index d9e2cc76..9e28820f 100644
--- a/servant-js/src/Servant/JS/Internal.hs
+++ b/servant-js/src/Servant/JS/Internal.hs
@@ -14,7 +14,7 @@ module Servant.JS.Internal where
 import Control.Applicative
 #endif
 import Control.Lens
-import Data.Char (toLower)
+import Data.Char (toLower, toUpper)
 import qualified Data.CharSet as Set
 import qualified Data.CharSet.Unicode.Category as Set
 import Data.List
@@ -29,7 +29,7 @@ import Servant.API
 -- customize the output
 data CommonGeneratorOptions = CommonGeneratorOptions
   { 
-    functionRenamer :: String -> String  -- ^ function transforming function names
+    functionNameBuilder :: FunctionName -> String  -- ^ function generating function names
   , requestBody :: String                -- ^ name used when a user want to send the request body (to let you redefine it)
   , successCallback :: String            -- ^ name of the callback parameter when the request was successful
   , errorCallback :: String              -- ^ name of the callback parameter when the request reported an error
@@ -41,7 +41,7 @@ data CommonGeneratorOptions = CommonGeneratorOptions
 --
 -- @
 -- > defCommonGeneratorOptions = CommonGeneratorOptions
--- >   { functionRenamer = id
+-- >   { functionNameBuilder = camelCase
 -- >   , requestBody = "body"
 -- >   , successCallback = "onSuccess"
 -- >   , errorCallback = "onError"
@@ -52,13 +52,32 @@ data CommonGeneratorOptions = CommonGeneratorOptions
 defCommonGeneratorOptions :: CommonGeneratorOptions
 defCommonGeneratorOptions = CommonGeneratorOptions
   {
-    functionRenamer = id
+    functionNameBuilder = camelCase
   , requestBody = "body"
   , successCallback = "onSuccess"
   , errorCallback = "onError"
   , moduleName = ""
   , urlPrefix = ""
   }
+
+-- | Function name builder that simply concat each part together
+concatCase :: FunctionName -> String
+concatCase = concat
+    
+-- | Function name builder using the snake_case convention.
+-- each part is separated by a single underscore character.
+snakeCase :: FunctionName -> String
+snakeCase = intercalate "_"
+    
+-- | Function name builder using the CamelCase convention.
+-- each part begins with an upper case character.
+camelCase :: FunctionName -> String
+camelCase [] = ""
+camelCase (p:ps) = concat $ p : camelCase' ps
+   where camelCase' [] = []
+         camelCase' (r:rs) = capitalize r : camelCase' rs
+         capitalize [] = []
+         capitalize (x:xs) = toUpper x : xs
     
 type Arg = String
 
@@ -149,7 +168,7 @@ data Url = Url
 defUrl :: Url
 defUrl = Url [] []
 
-type FunctionName = String
+type FunctionName = [String]
 type Method = String
 
 data AjaxReq = AjaxReq
@@ -226,7 +245,7 @@ paramToStr qarg notTheEnd =
   where name = qarg ^. argName
 
 defReq :: AjaxReq
-defReq = AjaxReq defUrl "GET" [] False ""
+defReq = AjaxReq defUrl "GET" [] False []
 
 type family Elem (a :: *) (ls::[*]) :: Constraint where
   Elem a '[] = 'False ~ 'True
@@ -252,6 +271,7 @@ instance (KnownSymbol sym, HasJS sublayout)
   javascriptFor Proxy req =
     javascriptFor (Proxy :: Proxy sublayout) $
       req & reqUrl.path <>~ [Segment (Cap str) []]
+          & funcName %~ (++ ["by", str])
 
     where str = symbolVal (Proxy :: Proxy sym)
 
@@ -259,14 +279,14 @@ instance Elem JSON list => HasJS (Delete list a) where
   type JS (Delete list a) = AjaxReq
 
   javascriptFor Proxy req =
-    req & funcName  %~ ("delete" <>)
+    req & funcName  %~ ("delete" :)
         & reqMethod .~ "DELETE"
 
 instance Elem JSON list => HasJS (Get list a) where
   type JS (Get list a) = AjaxReq
 
   javascriptFor Proxy req =
-    req & funcName  %~ ("get" <>)
+    req & funcName  %~ ("get" :)
         & reqMethod .~ "GET"
 
 instance (KnownSymbol sym, HasJS sublayout)
@@ -283,14 +303,14 @@ instance Elem JSON list => HasJS (Post list a) where
   type JS (Post list a) = AjaxReq
 
   javascriptFor Proxy req =
-    req & funcName  %~ ("post" <>)
+    req & funcName  %~ ("post" :)
         & reqMethod .~ "POST"
 
 instance Elem JSON list => HasJS (Put list a) where
   type JS (Put list a) = AjaxReq
 
   javascriptFor Proxy req =
-    req & funcName  %~ ("put" <>)
+    req & funcName  %~ ("put" :)
         & reqMethod .~ "PUT"
 
 instance (KnownSymbol sym, HasJS sublayout)
@@ -358,7 +378,7 @@ instance HasJS Raw where
   type JS Raw = Method -> AjaxReq
 
   javascriptFor Proxy req method =
-    req & funcName %~ ((toLower <$> method) <>)
+    req & funcName %~ ((toLower <$> method) :)
         & reqMethod .~ method
 
 instance (Elem JSON list, HasJS sublayout) => HasJS (ReqBody list a :> sublayout) where
@@ -375,7 +395,7 @@ instance (KnownSymbol path, HasJS sublayout)
   javascriptFor Proxy req =
     javascriptFor (Proxy :: Proxy sublayout) $
       req & reqUrl.path <>~ [Segment (Static str) []]
-          & funcName %~ (str <>)
+          & funcName %~ (++ [str])
 
     where str = map (\c -> if c == '.' then '_' else c) $ symbolVal (Proxy :: Proxy path)
 
diff --git a/servant-js/src/Servant/JS/JQuery.hs b/servant-js/src/Servant/JS/JQuery.hs
index 3cf0cc13..e0d2f79f 100644
--- a/servant-js/src/Servant/JS/JQuery.hs
+++ b/servant-js/src/Servant/JS/JQuery.hs
@@ -76,7 +76,7 @@ generateJQueryJSWith opts req = "\n" <>
         namespace = if null (moduleName opts)
                        then "var "
                        else (moduleName opts) <> "."
-        fname = namespace <> (functionRenamer opts $ req ^. funcName)
+        fname = namespace <> (functionNameBuilder opts $ req ^. funcName)
         
         method = req ^. reqMethod
         url = if url' == "'" then "'/'" else url'
diff --git a/servant-js/src/Servant/JS/Vanilla.hs b/servant-js/src/Servant/JS/Vanilla.hs
index 04fdb1d2..40559ef3 100644
--- a/servant-js/src/Servant/JS/Vanilla.hs
+++ b/servant-js/src/Servant/JS/Vanilla.hs
@@ -83,7 +83,7 @@ generateVanillaJSWith opts req = "\n" <>
         namespace = if null (moduleName opts)
                        then "var "
                        else (moduleName opts) <> "."
-        fname = namespace <> (functionRenamer opts $ req ^. funcName)
+        fname = namespace <> (functionNameBuilder opts $ req ^. funcName)
         
         method = req ^. reqMethod
         url = if url' == "'" then "'/'" else url'