diff --git a/freedommaker/builder.py b/freedommaker/builder.py
index ca998d9..1b051e2 100644
--- a/freedommaker/builder.py
+++ b/freedommaker/builder.py
@@ -8,6 +8,8 @@ import os
 
 from . import internal, library
 
+DISTRO_BRAND = 'Debian'
+
 # initramfs-tools is a dependency for the kernel-image package. However, when
 # kernel is not installed, as in case of Raspberry Pi image, explicit
 # dependency is needed.
@@ -114,14 +116,15 @@ class ImageBuilder(object):  # pylint: disable=too-many-instance-attributes
             elif 'contrib' in self.release_components:
                 free_tag = 'contrib'
             else:
-                free_tag = 'free'
+                free_tag = 'libre'
         else:
-            free_tag = 'nonfree'
+            free_tag = 'libre'
 
         build_stamp = self.arguments.build_stamp
         build_stamp = build_stamp + '_' if build_stamp else ''
-        return 'freedombox-{distribution}-{free_tag}_{build_stamp}{machine}' \
+        return '{distro}freedombox-{distribution}-{free_tag}_{build_stamp}_{machine}' \
             '-{architecture}'.format(
+                distro=DISTRO_BRAND.lower() + '-' if DISTRO_BRAND else '',
                 distribution=self.arguments.distribution, free_tag=free_tag,
                 build_stamp=build_stamp, machine=self.machine,
                 architecture=self.architecture)