diff --git a/README.md b/README.md
index f9bc1dc..af0054b 100644
--- a/README.md
+++ b/README.md
@@ -3,6 +3,24 @@
 This repository contains configuration files and other assets, that are used to
 deploy and operate this Gitea instance.
 
+To create a new image containing the customizations:
+
+Edit `packer/custom.json` to increment the tag, then run this script (needs
+[Packer](https://www.packer.io/) in your path)
+
+```
+./script/build_customizations_image
+```
+
+Then edit `kubernetes/gitea-server.yaml` to use the new tag
+(`image: eu.gcr.io/fluted-magpie-218106/gitea_custom:$VERSION`) and apply the
+change:
+
+```
+cd kubernetes
+kubectl apply -f gitea-server.yaml
+```
+
 Feel free to [open issues] for questions, suggestions, bugs, to-do items, and
 whatever else you want to discuss or resolve.
 
diff --git a/custom/options/label/Default b/custom/options/label/Default
new file mode 100644
index 0000000..0bdfe06
--- /dev/null
+++ b/custom/options/label/Default
@@ -0,0 +1,11 @@
+#db231d bug ; Something is not working
+#76db1d enhancement ; Improving existing functionality
+#1d76db feature ; New functionality
+#db1d76 idea ; Something to consider
+#db1d76 question ; Looking for an answer
+#fbca04 security ; All your base are belong to us
+#1dd5db ui/ux ; User interface, process design, etc.
+#333333 dev environment ; Config, builds, CI, deployment, etc.
+#cccccc duplicate ; This issue or pull request already exists
+#cccccc invalid ; Not a bug
+#cccccc wontfix ; This won't be fixed
diff --git a/custom/options/label/Kosmos b/custom/options/label/Kosmos
new file mode 100644
index 0000000..5b29e23
--- /dev/null
+++ b/custom/options/label/Kosmos
@@ -0,0 +1,14 @@
+#db231d bug ; Something is not working
+#76db1d enhancement ; Improving existing functionality
+#1d76db feature ; New functionality
+#db1d76 idea ; Something to consider
+#db1d76 question ; Looking for an answer
+#fbca04 security ; All your base are belong to us
+#1dd5db ui/ux ; User interface, process design, etc.
+#333333 dev environment ; Config, builds, CI, deployment, etc.
+#008080 kredits-1 ; Small contribution
+#008080 kredits-2 ; Medium contribution
+#008080 kredits-3 ; Large contribution
+#cccccc duplicate ; This issue or pull request already exists
+#cccccc invalid ; Not a bug
+#cccccc wontfix ; This won't be fixed
diff --git a/kubernetes/gitea-server.yaml b/kubernetes/gitea-server.yaml
index dad74cd..bc5bc86 100644
--- a/kubernetes/gitea-server.yaml
+++ b/kubernetes/gitea-server.yaml
@@ -14,17 +14,20 @@ spec:
     spec:
       initContainers:
         - name: init-config
-          image: busybox
-          command: ['sh', '-c', 'mkdir -p /data/gitea/conf && mkdir -p /data/gitea/https && cp /root/conf/app.ini /data/gitea/conf/app.ini && chown 1000:1000 /data/gitea/conf/app.ini && chmod 660 /data/gitea/conf/app.ini && cp /root/conf/*.pem /data/gitea/https && chmod 600 /data/gitea/https/*.pem && chown -R 1000:1000 /data/gitea']
+          # This is a busybox image with our gitea customizations saved to
+          # /custom, built using ./script/build_customizations_image from the
+          # root of the repo
+          image: eu.gcr.io/fluted-magpie-218106/gitea_custom:0.1
+          command: [
+            'sh', '-c',
+            'mkdir -p /data/gitea/conf && mkdir -p /data/gitea/https && cp /root/conf/app.ini /data/gitea/conf/app.ini && chown 1000:1000 /data/gitea/conf/app.ini && chmod 660 /data/gitea/conf/app.ini && cp /root/conf/*.pem /data/gitea/https && chmod 600 /data/gitea/https/*.pem && cp -R /custom/* /data/gitea && chown -R 1000:1000 /data/gitea'
+          ]
           volumeMounts:
           - mountPath: /data
             name: gitea-server-data
           - mountPath: /root/conf
             name: config
       containers:
-      # This is only used for the initial setup, it does nothing once a app.ini
-      # file exists in the conf/ directory of the data directory
-      # (/data/gitea/conf in our case)
       - name: gitea-server
         image: gitea/gitea:1.7.5
         ports:
diff --git a/packer/custom.json b/packer/custom.json
new file mode 100644
index 0000000..cbbffad
--- /dev/null
+++ b/packer/custom.json
@@ -0,0 +1,29 @@
+{
+  "builders": [{
+    "type": "docker",
+    "image": "busybox",
+    "run_command": ["-d", "-i", "-t", "{{.Image}}", "/bin/sh"],
+    "commit": true
+  }],
+  "provisioners": [
+    {
+      "inline": ["mkdir /custom"],
+      "type": "shell"
+    },
+    {
+      "type": "file",
+      "source": "../custom/",
+      "destination": "/custom"
+    }
+  ],
+  "post-processors": [
+    [
+      {
+        "type": "docker-tag",
+        "repository": "eu.gcr.io/fluted-magpie-218106/gitea_custom",
+        "tag": "0.1"
+      },
+      "docker-push"
+    ]
+  ]
+}
diff --git a/script/build_customizations_image b/script/build_customizations_image
new file mode 100755
index 0000000..da61186
--- /dev/null
+++ b/script/build_customizations_image
@@ -0,0 +1,7 @@
+#!/usr/bin/env bash
+# fail fast
+set -e
+
+cd packer/
+packer build custom.json
+cd -