diff --git a/Makefile b/Makefile
index b259902b..30627d03 100644
--- a/Makefile
+++ b/Makefile
@@ -2,6 +2,7 @@ GOLANG_VERSION=1.12
 VERSION=snapshot
 DOCKER_USER=
 DOCKER_PASSWORD=
+DOCKER_REPO=thecodingmachine
 
 # generate documentation.
 doc:
@@ -27,7 +28,7 @@ tests:
 # build Docker image.
 image:
 	docker build -t thecodingmachine/gotenberg:base -f build/base/Dockerfile .
-	docker build --build-arg GOLANG_VERSION=$(GOLANG_VERSION) --build-arg VERSION=$(VERSION) -t thecodingmachine/gotenberg:$(VERSION) -f build/package/Dockerfile .
+	docker build --build-arg GOLANG_VERSION=$(GOLANG_VERSION) --build-arg VERSION=$(VERSION) -t $(DOCKER_REPO)/gotenberg:$(VERSION) -f build/package/Dockerfile .
 
 # start the API using previously built Docker image.
 gotenberg: