diff --git a/cmd/ack-generate/command/release.go b/cmd/ack-generate/command/release.go
index 7015faa4..d448d2e3 100644
--- a/cmd/ack-generate/command/release.go
+++ b/cmd/ack-generate/command/release.go
@@ -40,7 +40,7 @@ var releaseCmd = &cobra.Command{
 
 func init() {
 	releaseCmd.PersistentFlags().StringVar(
-		&optImageRepository, "image-repository", "amazon/aws-controllers-k8s", "the Docker image repository to use in release artifacts.",
+		&optImageRepository, "image-repository", "", "the Docker image repository to use in release artifacts. Defaults to 'public.ecr.aws/aws-controllers-k8s/$service-controller'",
 	)
 	releaseCmd.PersistentFlags().StringVar(
 		&optServiceAccountName, "service-account-name", "default", "The name of the ServiceAccount AND ClusterRole used for ACK service controller",
@@ -61,6 +61,9 @@ func generateRelease(cmd *cobra.Command, args []string) error {
 	if optReleaseOutputPath == "" {
 		optReleaseOutputPath = filepath.Join(optServicesDir, svcAlias)
 	}
+	if optImageRepository == "" {
+		optImageRepository = fmt.Sprintf("public.ecr.aws/aws-controllers-k8s/%s-controller", svcAlias)
+	}
 	// TODO(jaypipes): We could do some git-fu here to verify that the release
 	// version supplied hasn't been used (as a Git tag) before...
 	releaseVersion := strings.ToLower(args[1])
diff --git a/scripts/build-controller-release.sh b/scripts/build-controller-release.sh
index 38400ffa..492fd4fc 100755
--- a/scripts/build-controller-release.sh
+++ b/scripts/build-controller-release.sh
@@ -8,7 +8,6 @@ set -eo pipefail
 SCRIPTS_DIR="$( cd "$( dirname "${BASH_SOURCE[0]}" )" >/dev/null 2>&1 && pwd )"
 ROOT_DIR="$SCRIPTS_DIR/.."
 BIN_DIR="$ROOT_DIR/bin"
-DEFAULT_IMAGE_REPOSITORY="public.ecr.aws/aws-controllers-k8s/controller"
 ACK_GENERATE_OLM=${ACK_GENERATE_OLM:-"false"}
 
 source "$SCRIPTS_DIR/lib/common.sh"
@@ -35,7 +34,6 @@ ACK_GENERATE_BIN_PATH=${ACK_GENERATE_BIN_PATH:-$DEFAULT_ACK_GENERATE_BIN_PATH}
 ACK_GENERATE_API_VERSION=${ACK_GENERATE_API_VERSION:-"v1alpha1"}
 ACK_GENERATE_CONFIG_PATH=${ACK_GENERATE_CONFIG_PATH:-""}
 ACK_METADATA_CONFIG_PATH=${ACK_METADATA_CONFIG_PATH:-""}
-ACK_GENERATE_IMAGE_REPOSITORY=${ACK_GENERATE_IMAGE_REPOSITORY:-"$DEFAULT_IMAGE_REPOSITORY"}
 AWS_SDK_GO_VERSION=${AWS_SDK_GO_VERSION:-"v1.35.5"}
 
 DEFAULT_TEMPLATES_DIR="$ROOT_DIR/../../aws-controllers-k8s/code-generator/templates"
@@ -82,7 +80,7 @@ Environment variables:
                                         Default: services/{SERVICE}
   ACK_GENERATE_IMAGE_REPOSITORY:        Specify a Docker image repository to use
                                         for release artifacts
-                                        Default: $DEFAULT_IMAGE_REPOSITORY
+                                        Default: public.ecr.aws/u2r4f3v7/{SERVICE}-controller
   ACK_GENERATE_SERVICE_ACCOUNT_NAME:    Name of the Kubernetes Service Account and
                                         Cluster Role to use in Helm chart.
                                         Default: $ACK_GENERATE_SERVICE_ACCOUNT_NAME
@@ -124,6 +122,10 @@ SERVICE=$(echo "$1" | tr '[:upper:]' '[:lower:]')
 DEFAULT_SERVICE_CONTROLLER_SOURCE_PATH="$ROOT_DIR/../$SERVICE-controller"
 SERVICE_CONTROLLER_SOURCE_PATH=${SERVICE_CONTROLLER_SOURCE_PATH:-$DEFAULT_SERVICE_CONTROLLER_SOURCE_PATH}
 
+# TODO(vijat@): replace "u2r4f3v7" with aws-controllers-k8s
+DEFAULT_IMAGE_REPOSITORY="public.ecr.aws/u2r4f3v7/$SERVICE-controller"
+ACK_GENERATE_IMAGE_REPOSITORY=${ACK_GENERATE_IMAGE_REPOSITORY:-"$DEFAULT_IMAGE_REPOSITORY"}
+
 if [[ ! -d $SERVICE_CONTROLLER_SOURCE_PATH ]]; then
     echo "Error evaluating SERVICE_CONTROLLER_SOURCE_PATH environment variable:" 1>&2
     echo "$SERVICE_CONTROLLER_SOURCE_PATH is not a directory." 1>&2
diff --git a/templates/helm/Chart.yaml.tpl b/templates/helm/Chart.yaml.tpl
index 72c9efc5..8e7cbd90 100644
--- a/templates/helm/Chart.yaml.tpl
+++ b/templates/helm/Chart.yaml.tpl
@@ -1,5 +1,5 @@
 apiVersion: v1
-name: ack-{{ .ServiceIDClean }}-controller
+name: {{ .ServiceIDClean }}-chart
 description: A Helm chart for the ACK service controller for {{ .ServiceIDClean }}
 version: {{ .ReleaseVersion }}
 appVersion: {{ .ReleaseVersion }}
diff --git a/templates/helm/values.yaml.tpl b/templates/helm/values.yaml.tpl
index 1e4b9d65..6a1ceb92 100644
--- a/templates/helm/values.yaml.tpl
+++ b/templates/helm/values.yaml.tpl
@@ -4,7 +4,7 @@
 
 image:
   repository: {{ .ImageRepository }}
-  tag: {{ .ServiceIDClean }}-{{ .ReleaseVersion }}
+  tag: {{ .ReleaseVersion }}
   pullPolicy: IfNotPresent
   pullSecrets: []