Well I thought I'd update on where I've got to with this.
Having tested various BIOS settings, then RAM, GPU and Power Cables I went ahead and swapped out the Corsair CX750-M for the CoolerMaster Silent Gold 800w I have in another rig and the issue goes away.
Seems that the Corsair is just not up to the job, despite providing - on paper - more than enough Amps on the 12v rail (rated at 62 max, the GTX770 needs 42). I'm assuming that it's either faulty or just not very good, so it will be going back to SCAN on RMA.
I've used Corsair before in builds and always found them to be reliable, but this has tainted my opinion somewhat, what a headache to have spent 2 full days messing around, all the time feeling sure the power supply would not be the culprit. And it's not even my rig! I swear it's the last time I build for someone else. Thank god it survived the BIOS flash that I probably didn't need to do at all.