The supermarket down on High Street has been branded as Woolworths for well over a decade now, but my mind still automatically says “Safeway” whenever I’m planning my grocery run. It’s fascinating how these old brand names stick in our collective consciousness, becoming part of our cultural DNA long after the signs have changed.

The other day, I overheard something that stopped me in my tracks - teenagers using the term “Safeway” despite never having set foot in one during its heyday. It’s like some kind of linguistic time capsule, passed down through generations of Victorians. These kids were probably born around the time the last Safeway signs were being taken down, yet here they are, carrying on this peculiar piece of Melbourne vernacular.