diff --git a/.gitlab-ci.yml b/.gitlab-ci.yml
index a18bee9f..08d43b9a 100644
--- a/.gitlab-ci.yml
+++ b/.gitlab-ci.yml
@@ -23,10 +23,11 @@ variables:
     description: "Which reference to compare rules about changes (usually set by push option)"
 
   # Defines the docker tags of built artifacts objects
-  MENDER_IMAGE_PREFIX: "${CI_REGISTRY_IMAGE}"
-  MENDER_IMAGE_TAG: "build-${CI_PIPELINE_IID}"
-  MENDER_IMAGE_TAG_TEST: "test-${CI_PIPELINE_IID}"
-  MENDER_IMAGE_TAG_BUILDER: "builder-${CI_PIPELINE_IID}"
+  MENDER_IMAGE_REGISTRY: "${CI_REGISTRY}"
+  MENDER_IMAGE_REPOSITORY: "northern.tech/mender/${CI_PROJECT_NAME}"
+  MENDER_IMAGE_TAG: "build-${CI_PIPELINE_ID}"
+  MENDER_IMAGE_TAG_TEST: "test-${CI_PIPELINE_ID}"
+  MENDER_IMAGE_TAG_BUILDER: "builder-${CI_PIPELINE_ID}"
 
 include:
   - project: "Northern.tech/Mender/mendertesting"
diff --git a/backend/Makefile b/backend/Makefile
index a5dfe81f..675a5252 100644
--- a/backend/Makefile
+++ b/backend/Makefile
@@ -1,9 +1,10 @@
-MENDER_IMAGE_PREFIX ?= localhost:5000/mender-server
+MENDER_IMAGE_REGISTRY ?= docker.io
+MENDER_IMAGE_REPOSITORY ?= mendersoftware
 MENDER_IMAGE_TAG ?= latest
 MENDER_IMAGE_TAG_TEST ?= test
 
 MENDER_PUBLISH_REGISTRY ?= docker.io
-MENDER_PUBLISH_REPOSTIORY ?= $(MENDER_PUBLISH_REGISTRY)/mendersoftware
+MENDER_PUBLISH_REPOSTIORY ?= mendersoftware
 MENDER_PUBLISH_TAG ?= $(MENDER_IMAGE_TAG)
 
 SERVICES = $(subst services,,$(subst /,,$(wildcard services/*/)))
@@ -22,18 +23,14 @@ docker: $(DOCKER_TARGETS)
 
 .PHONY: $(DOCKER_TARGETS)
 $(DOCKER_TARGETS):
-	@$(MAKE) -C services/$(subst -docker,,$@) docker \
-		MENDER_IMAGE_PREFIX=$(MENDER_IMAGE_PREFIX) \
-		MENDER_IMAGE_TAG=$(MENDER_IMAGE_TAG)
+	@$(MAKE) -C services/$(subst -docker,,$@) docker
 
 .PHONY: docker-pull
 docker-pull: $(DOCKER_PULL_TARGETS)
 
 .PHONY: $(DOCKER_PULL_TARGETS)
 $(DOCKER_PULL_TARGETS):
-	@$(MAKE) -C services/$(subst -docker-pull,,$@) docker-pull \
-		MENDER_IMAGE_PREFIX=$(MENDER_IMAGE_PREFIX) \
-		MENDER_IMAGE_TAG=$(MENDER_IMAGE_TAG)
+	@$(MAKE) -C services/$(subst -docker-pull,,$@) docker-pull
 
 .PHONY: build
 build: $(BUILD_TARGETS)
@@ -86,18 +83,11 @@ docker-acceptance: $(DOCKER_ACCEPTANCE_TARGETS)
 
 .PHONY: $(DOCKER_ACCEPTANCE_TARGETS)
 $(DOCKER_ACCEPTANCE_TARGETS):
-	@$(MAKE) -C services/$(subst -docker-acceptance,,$@) docker-acceptance \
-		MENDER_IMAGE_PREFIX=$(MENDER_IMAGE_PREFIX) \
-		MENDER_IMAGE_TAG_TEST=$(MENDER_IMAGE_TAG_TEST)
+	@$(MAKE) -C services/$(subst -docker-acceptance,,$@) docker-acceptance
 
 .PHONY: docker-publish
 docker-publish: $(DOCKER_PUBLISH_TARGETS)
 
 .PHONY: $(DOCKER_PUBLISH_TARGETS)
 $(DOCKER_PUBLISH_TARGETS):
-	@$(MAKE) -C services/$(subst -docker-publish,,$@) docker-publish \
-		MENDER_IMAGE_PREFIX=$(MENDER_IMAGE_PREFIX) \
-		MENDER_IMAGE_TAG=$(MENDER_IMAGE_TAG) \
-		MENDER_PUBLISH_REGISTRY=$(MENDER_PUBLISH_REGISTRY) \
-		MENDER_PUBLISH_REPOSTIORY=$(MENDER_PUBLISH_REPOSTIORY) \
-		MENDER_PUBLISH_TAG=$(MENDER_PUBLISH_TAG)
+	@$(MAKE) -C services/$(subst -docker-publish,,$@) docker-publish
diff --git a/backend/services/Makefile.common b/backend/services/Makefile.common
index 2466d5c6..6f3dbd65 100644
--- a/backend/services/Makefile.common
+++ b/backend/services/Makefile.common
@@ -1,11 +1,12 @@
 # Makefile.common initializes varialbes and common targets (build* test*)
 # for all backend services.
-MENDER_IMAGE_PREFIX ?= localhost:5000/mender-server
+MENDER_IMAGE_REGISTRY ?= docker.io
+MENDER_IMAGE_REPOSITORY ?= mendersoftware
 MENDER_IMAGE_TAG ?= latest
 MENDER_IMAGE_TAG_TEST ?= test
 
 MENDER_PUBLISH_REGISTRY ?= docker.io
-MENDER_PUBLISH_REPOSITORY ?= $(MENDER_PUBLISH_REGISTRY)/mendersoftware
+MENDER_PUBLISH_REPOSITORY ?= mendersoftware
 MENDER_PUBLISH_TAG ?= $(MENDER_IMAGE_TAG)
 
 bindir ?= $(GIT_ROOT)/bin
@@ -44,7 +45,7 @@ define default_docker_platform_template
 {{- end -}}
 endef
 DOCKER_PLATFORM ?= $(shell docker system info -f '$(default_docker_platform_template)')
-DOCKER_TAG = $(MENDER_IMAGE_PREFIX)/$(COMPONENT):$(MENDER_IMAGE_TAG)
+DOCKER_TAG = $(MENDER_IMAGE_REGISTRY)/$(MENDER_IMAGE_REPOSITORY)/$(COMPONENT):$(MENDER_IMAGE_TAG)
 DOCKER_BUILDARGS ?=
 
 .PHONY: docker
@@ -62,7 +63,7 @@ docker-pull:
 	docker pull $(DOCKER_TAG)
 
 .PHONY: docker-publish
-docker-publish: DOCKER_TAG_PUBLISH = $(MENDER_PUBLISH_REPOSITORY)/$(COMPONENT):$(MENDER_PUBLISH_TAG)
+docker-publish: DOCKER_TAG_PUBLISH = $(MENDER_PUBLISH_REGISTRY)/$(MENDER_PUBLISH_REPOSITORY)/$(COMPONENT):$(MENDER_PUBLISH_TAG)
 ifndef NOASK
 docker-publish:
 	echo "About to publish $(DOCKER_TAG) to $(DOCKER_TAG_PUBLISH)"