Berger is a much more proactive company in design terms. Just look at how many new models they've introduced over the last ten years alone in both Target and Hunting product ranges. They've forced other, more conservative competitors to up their game or lose business. With Bryan Litz designing its bullets, Berger's philosophy is lowest possible drag subject to retaining ease of use / tolerance of factors like seating depths. This has produced some outstanding, once in a generation designs like the 30-cal 155.5 Fullbore, 185 BT 'Juggernaut', and now it appears the 200.20X (which I've no personal experience of, just look at others winning FTR matches with it). The 'Hybrid' ogive-form concept was a huge leap forward in design terms and it's no surprise it was Berger who came up with it. The company appears to often 'fine-tune' its designs too after new introductions, so an initially good product becomes even better in some cases.
Design wise, Lapua is very conservative and the company rarely introduces new models at least in the match bullet field. If you look at its Scenar ranges (by 'look', I mean using the data from Bryan Litz's Ballistic Performance of Rifle Bullets books), you'll see most models are higher drag / lower BC than Berger equivalents. Perfectly good designs, but many are ballistically at the low performing end of what's on offer now across the first tier of match bullet makers. There is a tendency to have one very good performer that carries on in the product line-up forever, and everything else is 'unexciting'. In the 30s, it's the antediluvian 155gn Scenar; 6mm the long-established 105gn VLD; 6.5mm the even older 139gn Scenar and the newer but still long in the tooth 123gn Scenar. Unlike Hornady, Nosler, Berger, and Sierra, Lapua doesn't produce a single heavy 224 match bullet for long freebore chambers, ie heavier than the blunt relatively high drag 77gn model designed for magazine operation in ARs.
What Lapua appears to concentrate on having produced workmanlike designs is making them really, really consistently. They were good before the upgraded 'L' variants appeared; they are now at least as good as competitors' products, usually better as best I can tell. They are also superbly consistent over time. Buy a 6.5mm 123gn Scenar this week and it'll measure same as your last purchase, and probably same as the contents of any 10-year old boxes in your cupboard, whilst the recent (meplat 'pointed') Sierra MK is a quite different bullet from that of four or five years ago, only Sierra hasn't told the users they likely need to revisit their seater die settings. Berger too tends to change some models over time, maybe as a result of their 'fine-tuning' efforts. I've just managed to get hold of 500 200gn 308 Hybrids and their BTO values run a tad over 20-thou' different from my previous examples which I used to work the load up, leaving me wondering if I need to revisit COAL settings.