diff --git a/Makefile b/Makefile
index 546e5cc..bb80cde 100644
--- a/Makefile
+++ b/Makefile
@@ -8,7 +8,6 @@ BUILD_CHANNEL ?= nightly
 ONLYOFFICE_VALUE ?= onlyoffice
 
 COMPANY_NAME_LOW = $(shell echo $(COMPANY_NAME) | tr A-Z a-z)
-COMPANY_NAME_ESC = $(subst -,,$(COMPANY_NAME_LOW))
 
 PACKAGE_NAME := $(COMPANY_NAME_LOW)-$(PRODUCT_NAME)$(PRODUCT_EDITION)
 PACKAGE_VERSION ?= $(PRODUCT_VERSION)-$(BUILD_NUMBER)~stretch
@@ -20,7 +19,8 @@ else
 	DOCKER_TAG := $(PRODUCT_VERSION).$(BUILD_NUMBER)-$(subst /,-,$(GIT_BRANCH))
 endif
 
-DOCKER_IMAGE := $(COMPANY_NAME_ESC)/4testing-$(PRODUCT_NAME)$(PRODUCT_EDITION)
+DOCKER_ORG ?= $(COMPANY_NAME_LOW)
+DOCKER_IMAGE := $(DOCKER_ORG)/4testing-$(PRODUCT_NAME)$(PRODUCT_EDITION)
 DOCKER_DUMMY := $(COMPANY_NAME_LOW)-$(PRODUCT_NAME)$(PRODUCT_EDITION)__$(DOCKER_TAG).dummy
 DOCKER_ARCH := $(COMPANY_NAME_LOW)-$(PRODUCT_NAME)_$(DOCKER_TAG).tar.gz