escape_name() {
    echo "$1" \
        | tr A-Z a-z \
        | sed -e 's/[^a-zA-Z0-9._-]/-/g' -e 's/^[.-]/_/'
}

REGISTRY_URL=git.pyrocufflink.net
NAMESPACE=containerimages
NAME="${JOB_NAME#*/}"
NAME=$(escape_name "${NAME%/*}")
TAG=$(escape_name "${BRANCH_NAME}")

IMAGE_NAME="${REGISTRY_URL}/${NAMESPACE}/${NAME}"