diff --git a/Makefile b/Makefile
index 9a6dce569..71d9533bf 100644
--- a/Makefile
+++ b/Makefile
@@ -17,8 +17,6 @@ help: ## This help.
 
 # Variables and lists
 TS_SUFFIX="$(shell date '+%s')"
-DOCKER_IMG="up9inc/mizu"
-DOCKER_TAG="latest"
 
 ui: ## build UI
 	@(cd ui; npm i ; npm run build; )
@@ -38,8 +36,7 @@ tap: ## build tap binary
 
 docker: ## build Docker image 
 	@(echo "building docker image" )
-	docker build -t ${DOCKER_IMG}:${DOCKER_TAG} .
-	docker images ${DOCKER_IMG}
+	./build-push-featurebranch.sh
 
 publish: ## build and publish Mizu docker image & CLI
 	@echo "publishing Docker image .. "
diff --git a/build-push-featurebranch.sh b/build-push-featurebranch.sh
new file mode 100755
index 000000000..01089010e
--- /dev/null
+++ b/build-push-featurebranch.sh
@@ -0,0 +1,20 @@
+#!/bin/bash
+set -e
+
+SERVER_NAME=mizu
+GCP_PROJECT=up9-docker-hub
+REPOSITORY=gcr.io/$GCP_PROJECT
+GIT_BRANCH=$(git branch | grep \* | cut -d ' ' -f2 | tr '[:upper:]' '[:lower:]')
+DOCKER_TAGGED_BUILD=$REPOSITORY/$SERVER_NAME/$GIT_BRANCH:latest
+
+if [ "$GIT_BRANCH" = 'develop' -o "$GIT_BRANCH" = 'master' -o "$GIT_BRANCH" = 'main' ]
+then
+  echo "Pushing to $GIT_BRANCH is allowed only via CI"
+  exit 1
+fi
+
+echo "building $DOCKER_TAGGED_BUILD"
+docker build -t "$DOCKER_TAGGED_BUILD" .
+
+echo pushing to "$REPOSITORY"
+docker push "$DOCKER_TAGGED_BUILD"