Curious, the cooler on it seems to be a take off of the one MSI used on their reference 7730 cards. The fan, and fan opening, is bigger on your card, and the heatsink behind is of a different design, so it's not
exactly the same.
The '7770' you have is certainly one I haven't seen before, and while it may just be the camera angle, it appears to have a PCB smaller than on any other 7770 card I've seen (the back of the PCB is oddly sparse as well...), but I wonder if it could be a version that only gets sold in certain countries (there are a number of products that only get sold in China for instance)?
Either way, we won't know what's what until you get GPU-Z to have a look at it, as others suggest. You're really going to want/need to double check all the specs when you look at in GPU-Z though...
EDIT: It seems MSI used a longer version of the same cooler (with two blue strips instead of one) for one version of their 7770 range.
http://www.msi.com/product/vga/R7770PMD1GD5.html#hero-overview