diff --git a/doc/configuration.rst b/doc/configuration.rst
index e084c6f8..08a1d419 100644
--- a/doc/configuration.rst
+++ b/doc/configuration.rst
@@ -255,7 +255,10 @@ There a couple common format specifiers available for both the options:
  * ``disc_type``
 
 **image_name_format** [optional]
-    (*str*) -- Python's format string to serve as template for image names
+    (*str|dict*) -- Python's format string to serve as template for image
+    names. The value can also be a dict mapping variant UID regexes to the
+    format string. The pattern should not overlap, otherwise it is undefined
+    which one will be used.
 
     This format will be used for all phases generating images. Currently that
     means ``createiso``, ``live_images`` and ``buildinstall``.
diff --git a/pungi/checks.py b/pungi/checks.py
index 614be512..fbf925c9 100644
--- a/pungi/checks.py
+++ b/pungi/checks.py
@@ -810,7 +810,23 @@ def make_schema():
                 "default": [],
             },
 
-            "image_name_format": {"type": "string"},
+            "image_name_format": {
+                "oneOf": [
+                    {
+                        "type": "string"
+                    },
+                    {
+                        "type": "object",
+                        "patternProperties": {
+                            # Warning: this pattern is a variant uid regex, but the
+                            # format does not let us validate it as there is no regular
+                            # expression to describe all regular expressions.
+                            ".+": _one_or_list({"type": "string"}),
+                        },
+                        "additionalProperties": False,
+                    },
+                ],
+            },
             "image_volid_formats": {
                 "$ref": "#/definitions/list_of_strings",
                 "default": [
diff --git a/pungi/compose.py b/pungi/compose.py
index 07dd79ee..341124c0 100644
--- a/pungi/compose.py
+++ b/pungi/compose.py
@@ -35,7 +35,9 @@ from dogpile.cache import make_region
 from pungi.wrappers.variants import VariantsXmlParser
 from pungi.paths import Paths
 from pungi.wrappers.scm import get_file_from_scm
-from pungi.util import makedirs, get_arch_variant_data, get_format_substs
+from pungi.util import (
+    makedirs, get_arch_variant_data, get_format_substs, get_variant_data
+)
 from pungi.metadata import compose_to_composeinfo
 
 try:
@@ -336,6 +338,10 @@ class Compose(kobo.log.LoggingBase):
         default_format = "{compose_id}-{variant}-{arch}-{disc_type}{disc_num}{suffix}"
         format = format or self.conf.get('image_name_format', default_format)
 
+        if isinstance(format, dict):
+            conf = get_variant_data(self.conf, "image_name_format", variant)
+            format = conf[0] if conf else default_format
+
         if arch == "src":
             arch = "source"
 
diff --git a/tests/test_compose.py b/tests/test_compose.py
index d7969a44..fd007595 100644
--- a/tests/test_compose.py
+++ b/tests/test_compose.py
@@ -80,6 +80,32 @@ class ComposeTestCase(unittest.TestCase):
                                          'RC-1.0', '1', 'rel_short', '2', '.iso', 'nightly',
                                          '.n', 'Server', '3.0']))
 
+    @mock.patch('pungi.compose.ComposeInfo')
+    def test_get_image_name_variant_mapping(self, ci):
+        conf = {"image_name_format": {"^Server$": "whatever"}}
+        variant = mock.Mock(uid='Server', type='variant')
+
+        compose = Compose(conf, self.tmp_dir)
+
+        name = compose.get_image_name(
+            'x86_64', variant, disc_num=7, disc_type='live', suffix='.iso'
+        )
+
+        self.assertEqual(name, "whatever")
+
+    @mock.patch('pungi.compose.ComposeInfo')
+    def test_get_image_name_variant_mapping_no_match(self, ci):
+        conf = {"image_name_format": {"^Client$": "whatever"}}
+        variant = mock.Mock(uid='Server', type='variant')
+        ci.return_value.compose.id = 'compose_id'
+
+        compose = Compose(conf, self.tmp_dir)
+        name = compose.get_image_name(
+            'x86_64', variant, disc_num=7, disc_type='live', suffix='.iso'
+        )
+
+        self.assertEqual(name, "compose_id-Server-x86_64-live7.iso")
+
     @mock.patch('pungi.compose.ComposeInfo')
     def test_get_image_name_layered_product(self, ci):
         conf = {}
diff --git a/tests/test_config.py b/tests/test_config.py
index abfcaea8..d169aa0d 100644
--- a/tests/test_config.py
+++ b/tests/test_config.py
@@ -104,6 +104,24 @@ class ReleaseConfigTestCase(ConfigTestCase):
              checks.CONFLICTS.format('release_is_layered', 'False', 'base_product_version')])
 
 
+class ImageNameConfigTestCase(ConfigTestCase):
+    def test_image_name_simple_string(self):
+        cfg = load_config(
+            PKGSET_REPOS,
+            image_name_format="foobar",
+        )
+
+        self.assertValidation(cfg, [])
+
+    def test_image_name_variant_mapping(self):
+        cfg = load_config(
+            PKGSET_REPOS,
+            image_name_format={"^Server$": "foobar"},
+        )
+
+        self.assertValidation(cfg, [])
+
+
 class RunrootConfigTestCase(ConfigTestCase):
     def test_runroot_without_deps(self):
         cfg = load_config(