A friend who ran a mildly popular dev tool (4k+ stars) kept really stellar docs, and his process of updating them was to sit down with a bottle of whiskey every few months, and doing a marathon doc-writing session. the brand voice would come from him being a funny human and getting a little tipsy.

I suspect his silly and fun-sounding "kinda drunk" brand voice was what set them apart from all the other boring dev tools in the space.