diff --git a/.gitlab/.gitlab-ci.yml b/.gitlab/.gitlab-ci.yml
index 6286e7b27..e1b4d9048 100644
--- a/.gitlab/.gitlab-ci.yml
+++ b/.gitlab/.gitlab-ci.yml
@@ -133,7 +133,15 @@ build container fb:
   services:
     - docker:dind
   script:
-    - docker build --build-arg GO_VERSION=$(GO_VERSION) --tag featurebase:test .
+      - |
+      if [[ "$CI_COMMIT_BRANCH" == "$CI_DEFAULT_BRANCH" ]]; then
+        tag=""
+        echo "Running on default branch '$CI_DEFAULT_BRANCH': tag = 'latest'"
+      else
+        tag=":$CI_COMMIT_REF_SLUG"
+        echo "Running on branch '$CI_COMMIT_BRANCH': tag = $tag"
+      fi
+    - docker build --build-arg GO_VERSION=$GO_VERSION -t "$CI_REGISTRY_IMAGE${tag}" .
     - docker push "$CI_REGISTRY_IMAGE${tag}"
     - echo 'Created docker image featurebase:test'